Premiership Rugby have agreed a new four-year deal with insurance group Aviva to replace Guinness as the title sponsors of the country's top division.
The deal, worth £20m, begins immediately and will see the league re-branded as Aviva Premiership Rugby. The group will also inject resources into community schemes alongside Premiership Rugby.
"A title sponsorship deal with Aviva, which is such a strong international consumer brand, is another significant milestone in the growth of Premiership Rugby," Mark McCafferty, chief executive of Premiership Rugby, said. "It provides us with a long-term partnership commitment to our sport and to our work in the community."
Jon Varney, Commercial Director of Premiership Rugby added, "Our partnership with Aviva marks the beginning of a very exciting chapter in the growth and continuing professional development of the club game in England, as we commence new broadcast contracts for the first season of Aviva Premiership Rugby with ESPN, Sky and ITV."
The new Premiership season begins on September 4, with ESPN having agreed a three-year contract for exclusive live rights to 43 matches per season.