PWR secures first title sponsor in multi-million pound deal

Premiership Women’s Rugby (PWR) has secured its first paying title sponsor which will see more than £3m invested into the league.

The contract with car company Jaecoo will see more than £1m put into the league for each season of the three-year deal.

As part of the deal, from the 2026/27 season the league will be known as the Jaecoo PWR.

Speaking to BBC Sport, PWR executive chair Genevieve Shore said the lack of a previous title sponsor investing into the league had been “hanging over PWR” and described the new deal as “momentous and joyful”.

“Our job is actually to create a commercial entity and to create a league that generates revenue that we can redistribute to our clubs and to our athletes, and that has been very difficult to do over the first few years of this new joint venture,” said Shore.

“I’m particularly excited because it is a three-year commitment. So that gives us time to really see that growth together, build some deep connections and deep relationships with fans, athletes and clubs.”

England’s World Cup win in September boosted PWR attendances and TV viewers, but the league failed to capitalise on its popularity by failing to secure a title sponsor in “tough economic conditions”.

The deal with Jaecoo could support the league’s growth, bringing more money, stability and credibility.