The company will also retain the naming rights to the west stand at the Twickenham Stoop, which will now have a designated 'LV= Family Area'. The LV= Love Girls, a favourite of home and visiting supporters alike, will also continue to be part of the club's match day experience.

Commenting on the renewal of the relationship with the famous west London club, Claire Jeromson, Head of Sponsorship at LV=, said, "We are very happy to be part of the Harlequins success story and to be able to extend our support of the club for the next four years. Harlequins has worked hard to achieve its current position, and we look forward to working with the club to build on this in the coming years."

David Ellis, Chief Executive of Harlequins added "We are pleased that LV= is continuing its valued relationship with the club. The group has been a loyal and supportive partner for four years and has been part of our recent success. LV= shares our commitment to improving relations with our supporters, our match day experience in particular where their support for the new family area is much appreciated."

The renewal of the sponsorship was brokered by brandmeetsbrand and brandRapport.