The Welsh Rugby Union today announced a major and significant new three-year sponsorship deal with banking giant Lloyds TSB.
The title sponsorship means the Welsh National Leagues Divisions 1 to 7 will be known as the 'Lloyds TSB National Leagues' and the bank enjoys 'Official Partner' status to the WRU, from today.
This is the first time that Lloyds TSB has been involved at Club level in Wales and the major investment in grass roots and senior rugby follows the company's sponsorship of the Six Nations tournament.
'Lloyds TSB are providing a major boost to the Welsh National Leagues and the Welsh Rugby Union with this sponsorship,' said WRU chairman Glanmor Griffiths.
'The investment in terms of money, commercial and promotional commitment and status is immeasurable to Welsh Rugby.
'This latest and most important sponsorship reflects Wales and Welsh Rugby as a major player in the international rugby scene and ensures that we have a clear and bright future for our National Leagues in particular.'
And for Lloyds TSB, it's the traditions which surround the game in Wales which fit most aptly to its brand values and commitment to rugby union at club and international level.
'We have a long-standing history within the world of rugby following our title sponsorship of the Six Nations,' said Jon Phelps, Senior Sponsorship Manager, Lloyds TSB.
'We are keen to maintain this association particularly in Wales, where rugby is at the heart of the nation. As an official supporter of rugby in Wales, this deal proves our long-standing support of the game at all levels, and we are excited at the prospect of working more closely with the Clubs.'
The Lloyds TSB Sponsorship activity also has an Ambassador Programme with a host of rugby stars including Scott Quinnell and Johnathan Davies - and Davies believes the new sponsors are the ideal partners for Welsh rugby.
'I have experienced and shared in Lloyds TSB's commitment and passion for rugby union and at such changing times in Welsh rugby, it's fantastic to have a quality sponsor on board which will help both grassroots and international rugby,' he added.