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Dublin: 2°C Friday 22 January 2021
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RaboDirect to replace Magners as Celtic League sponsors

League rebranded as the RaboDirect PRO12 in a deal which will run until 2015.

Aoife Mahon, Offline Marketing Manager, RaboDirect, Gina McCrudden, Investments Marketing Manager, RaboDirect and John Feehan, Chief Executive, RaboDirect PRO12, pose at today's official launch.
Aoife Mahon, Offline Marketing Manager, RaboDirect, Gina McCrudden, Investments Marketing Manager, RaboDirect and John Feehan, Chief Executive, RaboDirect PRO12, pose at today's official launch.
Image: ©INPHO/Dan Sheridan

ONCE UPON A time, it was known as the Celtic League. Then, for a time, it was the Magners League.

Now say hello to the new-look RaboDirect PRO12.

It was announced this morning that RaboDirect, the online banking arm of global financial institution Rabobank, have agreed a deal which will see it replace Magners as the title sponsor of the pan-European club competition for the next four years.

The iconic cider maker ended its three-year association with the competition last month, citing a decision to move its promotional efforts into alternative markets. Following extensive discussions with a number of potential sponsors, the league’s chief executive, John Feehan, revealed the competition’s new identity this morning.

“We are very excited to welcome RaboDirect as our new sponsor at a time when we are launching our new Brand,” he said.

“Our competition has experienced a huge growth over the last few years and it was time to move it to the next level. Our new brand, the PRO12, encapsulates the structure, growth and energy of our competition. We look forward to working with RaboDirect, developing and nurturing the RaboDirect PRO12 competition for many years to come.”

The rebranding is seen as a significant step as the league attempts to capitalise on the growth in popularity which it has experienced in recent years.

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A 25% increase in attendance saw over one million spectators pass through the turnstiles this year. The league’s TV audience is now estimated to be in the region of 500,000 viewers per week, with Munster’s recent Grand Final victory over Leinster attracting an average share of almost 50% in Ireland.

About the author:

Niall Kelly

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