Bundaberg originally signed as ARU sponsors in 2001 in a deal worth A$20m. The total A$50m figure over 10 years since 2001 marks the biggest single investment by an Australian brand in an Australian sporting team.
Gary Flowers, ARU managing director and chief executive officer, said: "This is a very big statement by one of Australia's icon brands in the future of the Wallabies and rugby union in Australia."
Tony Scanlan, chairman of the Bundaberg Rum Distilling Company, said the partnership has allowed Bundaberg and the Wallabies to achieve significant goals in a short space of time.
"Rugby has achieved record growth in participation, match attendance and TV audiences over the past five years, while Bundy has doubled in size during the period -- it's hard to think that is a coincidence," he said.
Research from Australian research firm Sweeney shows that sponsorship awareness grew from 1% to 12% from 2001 to 2005 while total interest in rugby grew from 29% to 42%.
The Bundaberg Rum Rugby Series over the next five years begins with an expanded Tri Nations Series and Super 14 in 2006 plus home matches against England for two tests and Ireland for a one-off test match.
A shorter Tri-Nations series, plus tests against Wales, Scotland and Fiji follows in 2007, ahead of the Rugby World Cup in France.
The Australian rugby team are currently in the home countries for the autumn internationals, and play England at Twickenham this weekend.
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