The Rabodirect PRO12 silverware was unveiled at the official season launch © Inpho

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The battle lines have been drawn for the new-look RaboDirect PRO12 campaign following the official season launch in Dublin.

Rugby's premier professional club competition in Ireland, Italy, Scotland and Wales has a fresh look and a new title sponsor and representatives from all 12 sides were present to herald the start of the new season that kicks off in the shadow of the Rugby World Cup on September 2.

Speaking at the launch, John Feehan, chief executive of the PRO12, explained the reasoning behind the re-branding of the competition. "The PRO12 is clearly more than a league, as it also involves play-off semi-finals and a showpiece final," he said, "and as such we needed a name that encapsulates both the structure and nature of the competition, more in keeping with the extraordinary growth it has experienced over the last five years.

"We are thrilled to secure the support of an international business with the global reputation of the Rabobank Group as this will raise the profile of the RaboDirect PRO12 and enhance the investment in the competition."

Andy Irvine, chairman of the PRO12, was delighted to unveil the new silverware that measures 61cm high and contains 8.3kilos of sterling silver. He firmly believes it will clearly identifiable as THE trophy in Celtic & Italian rugby and backed the competition as a whole to hit new heights this season.

"Our new partnership with RaboDirect marks the start of another big step forward in the growth of this competition," he said. "We look forward to working with RaboDirect as well as our existing sponsors - Rhino and Specsavers, with all 12 teams in the 4 countries, with the match officials and with all the media so as to ensure that rugby supporters experience the very best of an ever improving competition."