UK sponsorship

In the UK, Aviva uses sponsorship to help build the brand, and engage more closely with our 14 million customers.

Aviva Premiership Rugby


On 13 July 2010, Aviva became the title sponsor of English Rugby Union’s top flight league, the world leading rugby union competition known as Aviva Premiership Rugby.

Our partnership includes more than 135 games each season, with an annual cumulative TV audience of over 20 million and nearly 1.8 million people watching live at the grounds.

We have also looked to engage and reward many thousands of our customers through unique ticket giveaways and experiences through the season.

We have supported a grassroots programme designed to encourage young people to get involved in sport. The 12 rugby clubs in Aviva Premiership Rugby are committing to the Tackling Numbers programme where 12,500 young people will take part in  15,000 man hours to work with 41,000 pupils at 600 primary schools in England, as well as providing them with equipment and teacher training. After three seasons of the programme we will have reached over 118,000 pupils leaving a lasting legacy for the future health of the sport.

To find out more about this season’s tournament, take a look at Premiership Rugby .

Norwich City Football Club


In April 2008 Aviva was announced as the official Club sponsor of Norwich City Football Club, a relationship that sees the Aviva brand proudly displayed on the shirts of the team and within the stadium at Carrow Road. The sponsorship promotes the Aviva brand across the globe through the Club’s status in the Premiership, whilst also celebrating our close ties to the Norwich community.  The current deal includes:

  • An exciting new educational initiative helping improve financial skills, numeracy and literacy through the medium of football
  • Continued sponsorship of the Aviva Community Stand
  • Funding of the club's Ability Counts initiative for those individuals with a physical or learning disability
  • Significant signage within the stadium at Carrow Road, bringing the Aviva brand to a global audience
  • Offering opportunities for our customers to win match tickets and share in the experience of a Premier League fixture
  • Donating our shirt sponsorship to help promote the Aviva Community Fund for one match per season to let them know that they can apply for funding to make a difference to their local cause, charity or project.

To follow the Canaries action please visit

Aviva Women’s Tour and Tour of Britain Cycling

In 2015 Aviva became the title sponsor of the Women’s Tour, Aviva Tour of Britain, Aviva London Cycle and Aviva Tour Ride. Cycling is now hugely popular in Britain and at Aviva we want to encourage and support its growth and are proud to add cycling to our sponsorship portfolio.

The Tour of Britain is the largest free to spectate sporting event in the UK with over 1.5 million spectators in 2014. The Women’s Tour in 2014 was made up of 16 teams taking part in the gruelling 5 stage over 5 day event. The London cycle is our very own mass participation event taking its riders through many iconic parts of London. The Tour ride is a sportive that for 2015 will take place in Worcestershire on Sunday 4 October.

The Aviva Women’s Tour took place between the 17th and 21st June with five gruelling stages around the East of England.

The Aviva Tour of Britain in September will see the cyclists competing in stages across England, Scotland and Wales in what promises to be a spectacular 8 days of cycling;

Sunday 6 September – Anglesey to Wrexham
Monday 7 September – Clitheroe to Colne
Tuesday 8 September – Cockermouth to Kelso
Wednesday 9 September – Edinburgh to Blyth
Thursday 10 September – Prudhoe to Hartside Fell, Cumbria
Friday 11 September – Stoke on Trent to Nottingham
Saturday 12 September – Fakenham to Ipswich
Sunday 13 September – Central London