JCB becomes rugby sponsor

by Keren Sall



JCB Europe has gone into sports sponsorship and chosen rugby union and the new London Irish club as its partner.

In a comprehensive sponsorship package deal, valued at over six figures the Staffordshire-based company becomes the first non-Irish related international company to become involved with the Sunbury club.

In addition to its usual high profile at the The Stoop for all London Irish home games - where the machines will be displayed - JCB is to sponsor a junior skills challenge and a kicking skills challenge, giving rugby fans the opportunity to win £15,000 if they kick the ball into a net attached to a JCB machine. The company will also sponsor 'Digger the Wolfhound' the club's new mascot.

JCB will have an increased profile, as an official team travel sponsor when London Irish plays its away games in England.

Announcing details of the sponsorship deal, John Palmer, head of press and public relations at JCB said: "Rugby union has built strong foundations from which the sport is now growing to capture a wide following for all ages. The forthcoming Rugby World Cup will raise the profile of the game and hopefully that of our company.

"JCB machines are known for their toughness, reliability and agility, so when we decided to become involved in sports sponsorship, rugby was the obvious choice.

"The other reason for JCB's involvement with London Irish is a strong customer base of Irish companies. We thought why not join in with them in play as well as business," said Palmer.