Prem Rugby will this week announce Thatchers as a new commercial partner as Elton John’s Rocket Sports agency continues to hunt for league sponsors, City AM understands.
The English top flight counts London Pride as its beer sponsor but will add the West Country brand to its partnership roster as official cider partner.
It is part of a push to expand the commercial portfolio of Prem Rugby after onboarding Rocket Sports, which is owned by Crocodile Rock songsmith John.
Rocket Sports counts the likes of Sir Jason Kenny and Dame Laura Kenny within its athlete management division.
The firm is in the market on behalf of Prem Rugby to seek sponsors for English rugby union’s top competition. Its title partner, insurance giant Gallagher, currently pays an annual high seven-figure sum having extended its deal with Prem Rugby in 2024.
Thatchers pour into Prem Rugby
The Thatchers deal follows recent sponsorship renewals with ball-maker Gilbert and trading platform Etoro. The likes of Defender, Funding Circle and Buffalo Trace feature within the wider portfolio.
Thatchers already has a presence in the Gallagher Prem, sponsoring West Country duo Bath and Bristol Bears as well as East Midlands side Leicester. It also features as a sponsor of both Sussex and Somerset County Cricket Clubs, as well as Hampshire and the Utilita Bowl, which will host one of England cricket’s Ashes Tests next summer.
The cider brand, based at Myrtle Farm in Somerset, earlier this year posted turnover of £124m for the year to August 2025, with profits touching £17m.
But its Companies House filings warned that “the regulatory and taxation environment is becoming increasingly complex and burdensome”, adding that “upcoming taxes and levies continue to add uncertainty to the financial strain”.
They concluded: “Collectively, these factors make operating within the industry more challenging, increasing costs for producers and ultimately impacting affordability for customers.”