BT Sport has signed a multi-year deal to sponsor Arms Park rugby ground, home of the Cardiff Blues, from next season.
The ground will become known as the BT Sport Cardiff Arms Park for at least three years, with an option to extend the deal for a further two.
BT has also snapped up the rights to sponsor the shirts of Osprey, Scarlets and Newport Gwent Dragons.
The “multi-million pound” sponsorship deal means the broadcaster’s logo will feature prominently during rival Sky Sports’ coverage of Welsh Rugby.
Mark Davies, Acting Chief Executive of Regional Rugby Wales which represents the four Welsh Regions, said: “It’s a time to celebrate the strides that the Welsh Regions are making to take the game forward in Wales with real unity, a common purpose, shared philosophy and commitment to ensuring that our businesses are sustainable.
“This is a clear vote of confidence in the Welsh Regions and we are delighted to be working alongside BT, a successful global brand that can see the real value in investing significantly in our Regional businesses, our 200 professional players and the rugby development structures we have in place.”
In addition to sponsoring the ground and shirts, BT will work with the teams “to link the Welsh national sport and its rugby role models with technology, education and community investment in sport.”
BT’s Director for Wales, Ann Beynon, said: “We are delighted to have reached an agreement with the four Regions and there are exciting times ahead as we embark on our new relationship with Welsh Rugby.
“We respect and want to support the passion of the very knowledgeable Welsh rugby communities and applaud the positive and progressive work being done by Regional Rugby Wales (RRW) and those overseeing and working within the four Welsh Regions.”
Today’s deal follows a similar four-year agreement with Scottish ruby under involving sponsorship of Glasgow Warriors and Edinburgh Rugby’s shirts and the promotion of BT Sport at Scotstoun Stadium and Murrayfield Stadium.
That deal followed Ofcom’s decision that Sky was allowed to ban BT Sport from buying advertising space on its Sky Sports channels.