ESPN Announces Premiership Rugby Broadcast Schedule

Rugby fans, you can rejoice a little bit – even though Setanta Sports appears to be vanishing from the U.S. rugby TV media-sphere, ESPN recently announced their 2010-2011 Aviva Premiership Rugby broadcast schedule.  The Aviva Premiership features many of the top professional teams in European rugby.

ESPN’s coverage kicks off with a London-based doubleheader, featuring Saracens against the London Irish, followed by Wasps and the aptly-named Harlequins, who might actually be able to focus on playing rugby now that they have finished faking injuries like they were soccer players or something.

The complete schedule can be located here.

This Just In. Guinness Premiership Rugby Changes Name to WTF Rugby

The English Premiership Rugby competition announced yesterday that it had reached a four-year, 20-million Pound deal to change it’s name from the Guinness Premiership to the Aviva Premiership starting next year.

According to Mark McCafferty, Chief Executive of Premiership Rugby, (emphasis mine)

“A title sponsorship deal with Aviva, which is such a strong international consumer brand, is another significant milestone in the growth of Premiership Rugby and provides us with a long term partnership commitment to our sport and to our work in the community”.

Ah yes, that strong international consumer brand of Aviva.  Why, as soon as you read this, I’m sure you (much like I did when I read it) said the same thing.

Who the hell is Aviva?

And to replace Guinness, which has become quite synonymous with rugby, with an insurance company. That makes perfect sense.  There’s nothing better than sitting at the pub, watching a match and immediately thinking

By Buddha’s sweaty balls! I need to buy some insurance!

Yeah, much better than

I need another Guinness!