LV= is the new title sponsor of the LV= Cup, rugby's Anglo-Welsh tournament. The initial two-year deal for the LV= Cup, with an option to renew for a further two years, will build on LV='s existing investment in Rugby Union and also complement its LV= County Championship sponsorship in cricket.
The high profile LV= Cup is a 16-team competition involving the 12 English Guinness Premiership clubs and four Welsh regional teams. This year's competition starts on 5 November 2009 and the final will be played in March 2010 at a neutral venue to be confirmed.
Life insurance: News update: 30 October 2009