Professional Sports Group (PSG) has been appointed by The Varsity Matches Company Ltd (VMCL), the organisers of The Oxford and Cambridge Varsity Men's and Women's Rugby Matches, to manage the sponsorship, marketing and PR for one of the most historic occasions on the UK's rugby calendar.

The annual men's match was first held in 1872 making it one of the world's longest running sporting fixtures.

Professional Sports Group has signed a multi-year partnership with VMCL to drive the continued commercial success of The Varsity Matches and provide key event marketing support for the annual 'Battle of the Blues' at the home of England Rugby, Twickenham.

Jamie Cunningham, CEO and Founder of Professional Sports Group, said: "The Varsity Matches have a long and proud history as a Great British sporting event. We are delighted to be working with VMCL to build an even stronger commercial platform for both sponsors and licensees, whilst revamping the marketing and media platforms and improving the event experience for partners and spectators alike".

Following the appointment, David Searle, CEO of Varsity Matches Company Ltd, commented: "We are very pleased to be working with the team at Professional Sports Group to help develop our commercial strategy for The Varsity Matches. Their experience with working on The Boat Race means that they understand the dynamics of the Oxbridge rivalry and will help us maintain the long standing traditions of the matches whilst both maximising and modernising sponsorship and marketing opportunities at the same time increasing awareness of the event".

The marketing, PR and sponsorship management of The Varsity Matches compliments Professional Sports Group's existing partnership with The Boat Race Company Ltd and its successes with The Cancer Research UK Boat Races.

Professional Sports Group is a leading international sports marketing agency with offices in London and Abu Dhabi.