THE Welsh Rugby Union faces a hunt for a new sponsor for the Premiership with Principality Building Society's backing of the league set to end.

Principality has been the title sponsor for the top flight of club rugby since 2005/6 but the Argus understands this season is set to be its last.

The current deal expires this year and the governing body insist that no final decision has been made and that discussions are ongoing.

The end of the partnership would be a blow for the 16-team Premiership, which is ring-fenced until 2020 and preparing for the start of the controversial split into Tier One and Tier Two in February.

It would also leaves the governing body with the possibility of another club tournament without a backer.

The Welsh National Cup gets under way with a fixture between Newport and Swansea tonight but it, along with the plate and bowl, has no sponsor after SSE Swalec stopped its backing last year. The energy company also ended their association with the national leagues.

Principality signed a 10-year naming rights deal for the Millennium Stadium that started in 2016 and group chief executive Graeme Yorston lauded the reach of that agreement earlier this month.

He said: “This 10-year partnership, which includes the naming rights of the stadium as well helping Welsh rugby especially at grassroots level, has been a great success so far.

“It has created a greater awareness of the Principality brand both in and outside Wales and has also benefitted the communities our members live in, with 15 community events being held in Principality Stadium.”

WRU chief executive Martyn Phillips hailed the deal, which was signed by his predecessor Roger Lewis before his post-World Cup departure in 2015.

“The partnership is a great fit for Welsh Rugby and we remain proud to partner with a thriving Welsh business whose values are closely aligned to our own,” said Phillips.

However, while the naming rights arrangement has another nine years to run, the partnership with the Premiership is entering its final months.