Vitality has been announced as the ‘Official Wellness Partner' of England Rugby, Scottish Rugby and the Welsh Rugby Union.
The announcement comes before the start of the 2015 RBS six nations Championship, the first matches of which are this coming weekend.
The partnerships are with both the women's and men's teams and Vitality branding will be displayed at the Twickenham, BT Murrayfield and Millennium Stadiums.
New and existing Vitality members will be able to win tickets, signed merchandise and ‘money-can't-buy' experiences, as well as the opportunity to meet players from the teams.
Vitality already sponsors Arsenal, Liverpool and Manchester City football clubs as well as Test Match Grounds across the UK, and the Vitality Run Series and ITU's Vitality World Triathlon London.
Neville Koopowitz, CEO of Vitality, said: "We believe in the power of sport to help inspire people to live a healthy life, which is why we partner with leading sports figures, teams and events to help us share the Vitality message.
"We are excited to be the new Official Wellness Partner of England Rugby, Scottish Rugby and the Welsh Rugby Union - our latest move in our goal of changing health insurance for good."
Sophie Goldschmidt, chief commercial and marketing officer for the RFU, said: "We are delighted to welcome Vitality to our partnership family.
"There is natural alignment between RFU and Vitality, a brand that is a progressive market leader in the promotion of the health and wellness amongst its members. The RFU is committed to growing the game across all levels from grassroots clubs right through to the professional level.
"Our new partnership with Vitality will enable the RFU to continue to deliver on investing back into the game."