Leicester beat Saracens in the Premiership final last season

Premiership Rugby has confirmed that insurance company Aviva is the new sponsor of England's top flight.

Aviva replaces Guinness as the Premiership's title sponsor after agreeing a four-year £20m contract.

Premiership Rugby says both parties have agreed to make "significant investment in community programmes".

"A title sponsorship deal with Aviva is another significant milestone in the growth of Premiership Rugby," said chief executive Mark McCafferty.

"It provides us with a long-term partnership commitment to our sport and to our work in the community."

The deal starts immediately and the competition will now be called Aviva Premiership Rugby.

Guinness took over from Zurich as the Premiership's title sponsor in 2005.

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