Tilney Investment Management is sponsoring the annual Melrose Sevens rugby union event in a six-figure deal over three years.
The fund manager is hoping to raise its profile among its target consumers through the event, which is being rebranded as the Tilney Melrose Sevens.
The 111-year-old tournament takes place on the Greenyards rugby ground, home to Melrose RFC, in the Scottish borders. It is regarded by many in the rugby community as the premier club sevens tournament in Scotland and has also gained a worldwide reputation.
This year's Tilney Melrose Sevens is on April 14, with 20 teams vying for the titles. Fifteen Scottish teams will be competing alongside five international guest sides.
With Tilney's sponsorship, Melrose RFC has increased this year's prize money for the competition to £12,000 from £10,000.
Also benefiting from the sponsorship deal, which may be extended beyond three years, is the Tilney Junior Coaching Clinic. This event is held on the morning of the sevens event and provides coaching for 100 children.
Tilney Investment Management has seven offices around the UK, with a head office in Liverpool.
It has funds under management of about £5.2bn and manages core investment portfolios for private individuals and for small to medium-size pension funds, charities and trusts.
Director Colin Brown says: “We are delighted to be able to become the sponsor of the Tilney Melrose Sevens.
“It will enable us to develop a strong strategic partnership in Scotland and talk to our target consumers through a sport that many hold very close to their hearts.”