Iconic British car marque Land Rover has become the official vehicle of Bath Rugby in a three-way partnership with West of England motor dealership group Dick Lovett.
The agreement, which extends Land Rover’s long-running support of UK rugby, comes ahead of the opening in December of Dick Lovett’s new state-of-the-art Jaguar Land Rover dealership in Melksham.
The Land Rover logo will feature on the back of Bath players’ shirts and shorts for the rest of this season, having appeared for the first time at The Rec last Saturday for Bath’s 31-21 victory over Saracens.
Land Rover will also be looking to use its sponsorship to engage and reward the club’s fans and wider Bath community over the season.
The partnership extends the firm’s long-standing support of rugby in the UK. It is the official vehicle of Premiership Rugby, principal partner of Welsh regional side Cardiff Blues, official vehicle partner of Glasgow Warriors, main club partner of Wasps and title sponsor of the UK grassroots rugby programme, the Land Rover Premiership Rugby Cup.
Bath Rugby business development director Matt Powell said: “Land Rover is a fantastic brand fit for the club. They have such a long and rich heritage in rugby and are a well-respected global brand.
“We have enjoyed working with them in their original capacity as a Premiership Rugby partner and welcome them to our strong family of commercial partners here at Bath Rugby.”
Jaguar Land Rover UK marketing director Scott Dicken added: “We are delighted to partner with such a prestigious club that shares so many of the same values as Land Rover. We are proud to have been such a long-term supporter of rugby in the UK, and this new partnership will enable us to complement the work we do through our Premiership Rugby activity and further engage with the Bath community.
“This is also a special year for us as it marks 10 years of the Land Rover Premiership Cup – the nationwide grassroots programme that has already engaged over 70,000 boys and girls.”
Dick Lovett Land Rover head of business Richard Davies said the partnership was extremely exciting for everyone involved in the new Jaguar Land Rover dealership in Melksham, which opens in December.
“We look forward to working closely with the staff, players and fans at Bath Rugby and being able to offer our customers some fantastic ways to get involved with one of the country’s leading and most loved rugby clubs,” he said.
Land Rover has been producing 4x4s since 1948 with a model range that has included the Defender, Discovery, Discovery Sport, Range Rover Sport, Range Rover and Range Rover Evoque.
The partnership was officially announced at Bath’s Farleigh House training ground with the help of Bath first team players Freddie Burns, Taulupe Faletau, Rhys Priestland and Semesa Rokoduguni, pictured below.
