Ospreys Rugby have announced a new partnership with Visit Swansea Bay, which will become an official shirt sponsor for the club’s 2026/27 European campaign.
The collaboration highlights the commitment of the Ospreys and Visit Swansea Bay to promote the vibrant culture and stunning landscapes of Swansea to a broader audience.
It will see the Ospreys display the Visit Swansea Bay logo on the collar of their European jerseys as they embark on their EPCR Challenge Cup campaign across the continent.
Visit Swansea Bay is the destination marketing organisation for Swansea.
Working in tandem, both organisations aim to showcase the extraordinary experiences that everything Swansea Bay has to offer, from its stunning coastal views to its rich heritage and dynamic cultural scene, to rugby fans and potential visitors from across Europe.
The Ospreys will face Black Lion, Harlequins, Toulon and Vannes during the pool stages, with Harlequins visiting St Helen’s on 12 December and Vannes on 16 January.
The Harlequins game on December 12 and the Vannes showdown on January 16 are due to be played at the Ospreys’ new home at St Helen’s, which is being redeveloped in partnership with Swansea Council.
Swansea Council leader Rob Stewart said: “This marketing partnership with the Ospreys is a wonderful opportunity to bring together two iconic elements of our region: a team that represents the passion and pride of Swansea Bay and a destination that offers so much to visitors and residents.
"To see the Swansea Bay brand on the front of the Ospreys’ jerseys during the EPCR Challenge Cup matches is fantastic, and we're delighted to support the team as they compete on the international stage."
Andrew Williams, the council's cabinet member for development, said: "This collaboration celebrates our local identity and amplifies our global reach, showcasing beautiful Swansea Bay and our many tourism businesses to rugby fans worldwide.
“The partnership will help raise Swansea Bay's profile among rugby audiences across the UK, Europe and South Africa, encouraging visitors to explore the region's beaches, attractions, accommodation, food and drink, and cultural experiences."
Ospreys managing director Richard Lancaster said: “We’re delighted to welcome Visit Swansea Bay as an official shirt sponsor for our EPCR Challenge Cup campaign.
“The move to St Helen’s gives us an exciting opportunity to strengthen our connection with Swansea and showcase the city and wider region to supporters across the UK and Europe.
“Swansea Bay has so much to offer, and we’re proud to use the platform of European rugby to help promote it to new audiences and encourage visiting supporters to experience it for themselves.”
Ospreys are due to stage their first game at the new-look St Helen's on October 24 with the visit of Welsh rivals Dragons in the United Rugby Championship. The council is committed to helping transform the historic ground into a modern multi-use community and professional sports hub.
Visit the Visit Swansea Bay website to discover why Swansea should be your destination of choice: https://www.visitswanseabay.com/
