The Premier 15s is without a title sponsor for the 2021/21 season after crisp manufacturer Tyrrells chose not to renew its contract.

England’s elite women’s rugby union competition was launched in 2017 with the KP Snacks owned firm being the tournament’s first title sponsor. However, following on from March’s announcement that the 2019/20 Premier 15s campaign was declared null and void, Tyrrells has opted to also end its partnership with the competition.

Kevin McNair, Marketing Director, KP Snacks stated: “Tyrrells has enjoyed three hugely rewarding years as the title sponsor of the Premier 15s. We are proud to have been the inaugural title partner for the tournament and help aid the significant growth of the women’s game during this period. 

“Following a recent review of our plans we have taken the decision not to continue with our sponsorship programme as we look to align all our brand sponsorship arrangements with the business’s overall focus. We wish the teams every success and look forward to seeing the women’s game continue to break boundaries and records in the future.”

The Rugby Football Union (RFU) has announced that it has begun the search for a new sponsor for the competition, whilst also thanking the crisp firm for supporting Premier 15s since its inception. 

England Rugby chief commercial officer Simon Massie-Taylor added:  “The partnership saw record viewing figures and attendances at matches and more importantly created a lasting legacy, inspiring more women and girls across the country to get involved in the game.

“We are actively exploring new partners for the top-tier tournament and are confident the title sponsorship of the England Women’s Premier 15s game will be an attractive proposition.”

As Massie-Taylor alluded to, the women’s rugby union competition has shown continued growth year-on-year with peak viewing figures in 2019 almost double those of 2018.

Moreover, before the season’s premature conclusion were estimated to break attendance records, according to Premier 15s organisers. In total, 462,385 viewers tuned in to watch live Premier 15s action throughout the 2019/20 season.

Insider Insight: The loss of Tyrrells is certainly going to financially affect the Premier 15s. The RFU will be looking to secure a new title sponsor as soon as possible to provide the league and its teams with some much needed stability and assurance, especially considering the monetary losses that have already been caused by the global health pandemic.