The IRFU confirmed the biggest sponsorship deal in the history of Irish sport yesterday by announcing mobile phone company O2 would sponsor the national team in an arrangement purported to be worth €12 million over six years.

The agreement surpasses the FAI's Eircom contract, signed in 2003, which is expected to yield €7 million over five years. The GAA deals with Guinness and the Bank Of Ireland are only for three-year periods.

The sponsorship begins today until the end of the 2011/'12 season. It means the O2 logo will appear on senior Irish and Ireland A jerseys, training kits and team-related IRFU merchandise.

The brand will take up primary advertising hoarding at Lansdowne Road and subsequently Croke Park in 2007. The first Test match under the new deal will be against New Zealand in Hamilton on June 10th.

O2 already have a substantial foothold in Northern Hemisphere rugby as sponsors of English rugby, Irish underage teams and Shannon RFC. Irish sport in general has profited from their interest in the market as All-Ireland hurling champions Cork have carried the company logo since 1998, while they are official partners to the Ryder Cup, which takes place at The K Club from September 22nd to 24th.

The company will not be troubled by image rights problems as they already have endorsement deals with Irish captain Brian O'Driscoll and coach Eddie O'Sullivan.

Commenting on the new sponsorship deal, Danuta Gray, CEO at O2 Ireland said: "O2 Ireland has been committed to Irish rugby for a number of years now with our sponsorship of Ireland schools, Shannon senior rugby and our endorsement of Brian O'Driscoll and Eddie O'Sullivan. We are delighted to be sponsoring the team at a time when Irish rugby is so strong. Ireland's tremendous performance in the Triple Crown and its impressive performances in the Six Nations are testament to the skill of today's players and the successful structures put in place by the IRFU."

O2 customers will have exclusive access to a selection of interactive services including player diaries, text alerts and a preferential rate for membership to the Irish rugby supporters club.

The company also sponsors the West Stand at Lansdowne Road and have an endorsement deal with Shannon head coach Mick Galway.