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QBE rugby deal lights up City of London

02 February 2010

  • Business insurer becomes Official Insurance Partner of England Rugby
  • Four-year deal marked by 50m image projected onto Lloyd’s building
An image of England players projected onto the side of the Lloyd's building

Photo: Getty Images

QBE, the specialist business insurer, has today announced an agreement to become the Official Insurance Partner of England Rugby.

To launch the sponsorship, a stunning 50m image was projected onto the iconic Lloyd’s Building in the heart of London’s insurance district. A first for the City of London, the projection greeted thousands of commuters as they arrived for work. It  will light up the City once again this evening with its message of support for the team in the forthcoming centenary game against Wales this weekend.

The four-year deal with the RFU, which starts immediately, will bring significant advertising, hospitality and business development opportunities to QBE.

The agreement builds on QBE’s existing rugby sponsorship, following the launch of its partnership with the Guinness Premiership in October 2009.

Helena Christopher, Head of Corporate Communications, commented: “This is a fantastic partnership for QBE, and complements our existing portfolio within rugby union. We are excited to be working with the RFU as it enables us to become involved with all levels of the game.

“We wanted to announce the partnership in a way that would capture people’s attention and do something a bit different. The projection looks really impressive and it certainly seems to have delivered that outcome. To be the first company to project onto a building in the City is a real coup.”

Steven Burns, CEO QBE European Operations, explained: “We are proud to align the QBE brand with such an historic and prestigious governing body.  Despite QBE being one of the UK’s largest insurers of business risk, we are not a recognisable brand.  Our relationship with the RFU will provide us with an excellent opportunity to raise our profile and development opportunities to present QBE as the insurer who understands the specialist needs of businesses.

Paul Vaughan, Business Operations Director at the RFU, added:  “Teamwork, discipline and respect are vital to the success of the England team. As a business, QBE shares these values, making them the ideal partner. We are delighted to have them on board and look forward to developing a successful partnership.”