Groupe Apicil, a French insurance heavyweight, has become the first brand from that country to commercially partner with the European Professional Club Rugby (EPCR) organizing body.
Through a deal unveiled yesterday (March 26), Apicil becomes a sponsor of the top-tier Champions Cup and second-tier Challenge Cup pan-continental club competitions through the 2027-28 campaign.
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This follows on from Apicil being announced in January as a major partner of the French Rugby Federation (FFR) for the next four years.
This new deal gets underway with the upcoming round of 16 from this season’s Champions Cup, running across April 4, 5, and 6, and will entail Apicil’s brain being visible on global broadcasts of the action, while there will also be several “exclusive activation opportunities” during both the Champions Cup and Challenge Cup.
Jacques Raynaud, chief executive at EPCR, has said: “We are delighted to announce that the Apicil Group has become our first-ever official French partner. This partnership goes beyond simple sponsorship as it symbolizes a collaboration aimed at enriching the fan experience.”
Other EPCR major commercial partners include Champions Cup title sponsor Investec, alongside brands such as Heineken, DHL, Tissot, and Gilbert.
In November, meanwhile, the rugby union body brought in its first-ever automotive commercial partner through a deal with Chinese manufacturer Chery International.
Philippe Barret, the Apicil Group’s managing director, added: "Following on from our recent commitment alongside the French Rugby Federation, our partnership with the EPCR is a major lever to strengthen our societal and environmental impact, with CSR being deeply rooted in our DNA and at the heart of our new strategic plan.”
Of the 16 teams currently left in the 2024-25 Champions Cup, 6 are French, more than from any other country. French teams have also won the last four editions of the competition, with Toulouse beating Ireland’s Leinster in last year’s final.
The finals of both the Champions Cup (May 24) and Challenge Cup (May 23) will be held in Cardiff, Wales.
