Land Rover becomes Wasps’ main club partner

LAND Rover has announced a major sponsorship deal with rugby club Wasps which is relocating to Coventry’s Ricoh Arena in December.

Parent Jaguar Land Rover hasn’t put a figure on the deal but some reports have suggested £500,000.

The vehicle manufacturer says the deal will complement its existing sponsorship with Coventry Rugby Football Club.

Wasps is currently based in High Wycombe but has confirmed its £20m acquisition of the Ricoh Arena. It has taken out a 250 year lease and will ground share with Coventry City FC.

Phil Popham, group marketing director, Jaguar Land Rover, said: “Today’s announcement is not only an important addition to Land Rover’s growing rugby sponsorship portfolio, but represents a significant increase in our investment within the Coventry area. 

“We are proud of our heritage in the region and already support a number of local community projects, so with Wasps confirming its move to the Ricoh Arena, it offered us a fantastic opportunity to further strengthen our community links, engage our thousands of employees and Land Rover owners who are also rugby fans. 

“We are excited by the club’s ambitions for the future on and off the field, and look forward to the start of our partnership.

“This new sponsorship complements our long-term support of Premiership rugby and we remain committed to our long-standing relationship with Coventry Rugby Club.”

Nick Eastwood, Wasps’ chief executive officer, said: “Today’s announcement is a watershed moment in the history of Wasps and the professional game.

“It will help us realise our ambition to re-establish ourselves as one of the best teams in Europe and will guarantee the long-term success of the club.

“The Ricoh is not just a stadium. It is an award winning, world-class arena which includes a 32,000 stadium, four star hotel, 60,000 sq ft exhibition hall, 20,000 sq ft conferencing facilities and one of the UK’s largest casinos. 

“The revenue from these facilities, combined with Wasps existing revenues, will result in Wasps immediately becoming the highest turnover rugby club in the Aviva Premiership.”

The deal was green-lighted by Coventry City Council on Tuesday after a marathon debating session in the council chamber.

Wasps is acquiring the council’s 50% share of Ricoh Arena operating company ACL – until now jointly owned by the Alan Edward Higgs Charity and the local authority – and is understood to have an option to buy the charity’s share too.

Cllr Ann Lucas, leader of Coventry City Council, said: “This is the most important decision this council has ever taken about the future of one of its best community assets, and we would not have taken it unless we were confident it was the right thing to do.

“Wasps’ decision to make their home here is really important for the city and its future; it sees significant investment by a successful sports team that believes Coventry is the place to develop a world class sporting facility and is here for the long term.”