The LV= Cup

The competition derives from the RFU Senior Knockout Cup, which has been played since 1972 and has been previously called the John Player, Pilkington, Tetley's Bitter, Powergen and EDF Energy cups.

The LV= Cup sees 12 Aviva Premiership clubs and four Welsh regions play over four weekends, followed by the semi-finals and final. Each team will be guaranteed two home and two away inter-pool fixtures, with the top teams from each pool qualifying for the knockout stages

Credited for playing a crucial role in the development of elite players, the LV= Cup is now entering its third season and has seen the likes of Charlie Sharples and Courtney Lawes progress through the competition and into the international set-up. Speaking at the 2011/12 season launch, Sharples, who narrowly missed out on Martin Johnson’s World Cup squad, spoke of the opportunity the LV= Cup has given him.

“The LV= Cup was a massive highlight for myself and the other Gloucester boys last season as it was the first trophy we’d won for a number of years," Sharples said. "For me personally, it resulted in my first winners medal at senior level and I think that the exposure I got through the semi-final and final really helped push my England claims.”

Off the field, the LV= Cup has undergone various changes to reflect its position as a tournament that actively encourages the development of young up-and-coming players looking to compete at the highest level.

Sophie Goldschmidt, the Rugby Football Union’s (RFU) Chief Commercial Officer said: "The further commitment from LV=, along with the continued involvement of the Welsh Rugby Union (WRU) and Premiership Rugby is another positive development for the Anglo-Welsh competition. The level of rugby and talent on display continues to develop, providing great excitement for fans.”

For more information on the LV= Cup, visit www.lv.com