The Twickenham-based club took the decision last season to reclaim its name although NEC, which has been a naming rights partner for 12 years, remains an official club partner (Marketing 21 February). Harlequins has also unveiled its first change kit since the club was founded in 1866 having come under pressure from Premier Rugby to adopt a second strip in recent years.
Under a new sponsorship structure Harlequins now has four second tier sponsors: Greene King; Lexus; Norton Rose; and eteach.com, as well as a raft of official suppliers including Kooga, Maximuscle.
Separately, managing director Tony Copsey who orchestrated the new sponsorship deal is to move to reigning Heineken Cup champions London Wasps as chief executive. Copsey starts at Wasps on 20 August. Harlequins marketing communications is handled by Geoff Howe Communications. The agency has created an array of marketing activity to recruit larger match day gates.