BT has confirmed to be sponsoring the four rugby union sides in Wales until the end of the 2023-24 season, marking 10 consecutive years as a sponsor.

Since 2014, the telecoms giant has sponsored all four Welsh professional teams – Ospreys, Cardiff Rugby, Scarlets and Dragons, making it one of the longest sponsorship deals in the history of Welsh regional rugby.

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At the beginning of the partnership, the BT Sport brand was used to promote support for grassroots, youth and community rugby.

However, as time has gone on, the BT brand has appeared on player kits, at the clubs’ grounds and the agreement has involved community engagement with the teams.

BT Group Head of Sponsorship, Matt Stevenston said: “We’re really pleased to be able to celebrate ten years of our sponsorship and relationship with the four Welsh teams.

“We believe this is the longest sponsorship in the history of the four Welsh clubs, so it’s great to mark this milestone. BT and Welsh rugby have seen a lot of change in this ten-year period, but we’re proud to have been able to provide continuity in our support over this time.

“We hope our joint charity work and support for events like the BT Community Rugby festivals has made a difference and helped inspire a new generation of players and supporters.”

Mobile service provider EE, part of BT Group, is also the lead sponsor of Wales’s national football teams.

Scarlets Executive Chairman Simon Muderack added: “For the last decade, BT has been there through the highs and lows of Welsh rugby.

“To have such a well-respected business leader backing the game has meant a lot and all four of us look forward to collaborating on various initiatives and projects to promote Welsh rugby in the years to come.”