Sport for Business understands that an announcement is imminent over naming rights to the RDS Arena, home to Leinster Rugby and the Dublin Horse Show.

Deals like this are never sealed until they are signed but the logic and the sources we have spoken to suggest that Laya Healthcare will be new partner once the arena has been redeveloped as part of an expansion to become a 25,000 seat home for sport in the heart of the city.

Theirs is not the only name in circulation but the mooted purchase by international giant AIG, and that brand’s comfort with sport at the highest level are supportive of the strength of speculation.

The brand would fit alongside Bank of Ireland, long term and deep rooted partners of Leinster though it should be noted that this deal would be with the RDS as Leinster are long term tenants rather than owners of the grounds.

The Bank does not offer health insurance though its travel insurance products are underwritten by AIG.

“As Ireland’s second largest health insurance provider, we’re always open to exploring new and exciting sponsorship opportunities,” said a spokesperson for the company last night.

“As a general rule however, we don’t ever comment on speculation around our potential commercial or sponsorship interests.”

That is to be expected until the deal is signed.

Insurance and health insurance in particular have seen enormous growth in terms of marketing spend and sponsorship. Aviva have the naming rights to the national rugby and soccer stadium on Lansdowne Road, which may prevent some headaches in terms of promotion of matches that transfer to the larger arena.

VHI this year took on the Women’s Mini Marathon while GloHealth are long term partners of Athletics Ireland.

In the broader insurance market Liberty support the All Ireland Hurling and Camogie Championships, as well as being Women’s Sport partners of Sport for Business; Allianz are heavily involved with the GAA and Paralympics Ireland while Chill and AIG are major sponsors of Cork and Dublin GAA.