The agreement gives The Sunday Times exclusive sponsorship rights across the Zurich Premiership and England International matches, including advertising rights in match-day programmes and perimeter signs at each of the 12 Premier Rugby clubs.
The paper will also have the rights to conduct sampling at all matches and to place issues in hospitality boxes.
In return, The Sunday Times will provide in-paper promotions for the sport and will produce two rugby-themed handbooks. It has also launched the Official Fantasy Game of England Rugby in its newly revamped 32-page sports section, giving readers the chance to use their knowledge of rugby union to win weekly and monthly prizes.
The tie-up is the first major sports sponsorship for The Sunday Times and reflects a growing desire on the part of its owner, News International to link both The Times and The Sunday Times with sport, traditionally seen as an area of strength of the Daily Telegraph.
The Sunday Times is the fourth official partner of England Rugby alongside Zurich, Land Rover and Powergen. England Rugby is still seeking sponsors in the IT, telecoms and snacks sectors.
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