The Sunday Times has signed an exclusive agreement to become the Official Newspaper of England Rugby - the joint venture between the Rugby Football Union and Premier Rugby.

The three year deal takes immediate effect and underlines England Rugby's objective of seeking ground breaking opportunities in the sponsorship industry.

The deal is a purely commercial agreement between The Sunday Times and England Rugby which offers the newspaper exclusive sponsorship rights across the Zurich Premiership and England International matches throughout the season. The deal includes advertising rights in match-day programs and perimeter signage across the 12 Premier Rugby clubs. The Sunday Times is also committed to promoting the sport through in-paper promotions, handbooks and through a Fantasy Rugby competition.

The deal meets the specific criteria set by the RFU and Premier Rugby to spread awareness of the sport, attract new players and spectators to the game, provide value to the sponsor and generate substantial commercial revenue through its sponsorship agreements.

Andrew Mullins, Marketing Director, Times Newspapers Limited, is excited about furthering the newspaper's involvement with rugby union, "Following on from our recent expansion of sports coverage within the newspaper, this deal is a great opportunity for us to further demonstrate our commitment to sport - in particular rugby union. The Sunday Times is proud to have formed this strong association with rugby union and we look forward to enhancing its profile as one of the nation's favourite sports."

Paul Vaughan, Commercial Director for the RFU, says, "The Sunday Times is the cornerstone of many rugby supporters' reading. This partnership will enhance rugby's relationship with those readers and reinforce the fact that The Sunday Times is 'The Sunday Papers'".