QBE mark its sponsorship with this projection on the Lloyd's building

Business insurer QBE has entered a four year sponsorship deal with the Rugby Football Union (RFU) and become its first insurance partner.

QBE is hoping to raise awareness of its brand; although it is one of the UK's largest insurers of business risk it is not a recognisable name. The RFU deal builds on the insurers existing rugby sponsorship following its partnership with the Guinness Premiership in October last year.

The deal was negotiated by Generate Sponsorship and it was marked with a 50-metre image of England Rugby players, including Jonny Wilkinson, on the Lloyd's building in London.

Steven Burns, chief executive of QBE's European operations says, "Our relationship with the RFU will provide us with an excellent opportunity to raise our profile and with development opportunities to present QBE as the insurer who understands the specialist needs of businesses."