Exclusive: Thatchers to sponsor Prem Rugby in deal struck by Elton John agency

Prem Rugby is set to announce Thatchers as its new official cider partner, according to sources citing Elton John’s Rocket Sports agency. This makes Thatchers the latest commercial partner for the English top flight, which currently counts London Pride as its beer sponsor. The Premier Rugby partnership will expand the league's commercial portfolio after acquiring Rocket Sports, a firm managed by the renowned musician.

Rocket Sports, which caters to athletes like Sir Jason Kenny and Dame Laura Kenny, is actively seeking sponsors for the top competition. Currently, insurance giant Gallagher pays an annual high seven-figure sum as the title partner for Prem Rugby, a deal that was extended in 2024. Thatchers has already established a presence in the Gallagher Prem, sponsoring teams such as Bath, Bristol Bears, and Leicester.

The cider brand, based in Somerset, reported a turnover of £124 million for the year ending August 2025, with profits reaching £17 million. However, its Companies House filings highlighted the increasing complexity and burdensome nature of the regulatory and taxation environment, warning of upcoming taxes and levies that add uncertainty and increase costs for producers, ultimately impacting customer affordability.