The sponsorship agreement will run until the 2017-2018 campaign and covers both of European Rugby’s flagship competitions.

It follows the first-ever edition of the European Rugby Champions Cup, held last year, which replaced the Heineken Cup as the continent’s top-tier club tournament and was won by French club Toulon.

The inaugural Challenge Cup competition was also staged in the 2014-2015 campaign, where Gloucester were crowned champions, beating Edinburgh in the final.

“The fact that we are joining forces with a truly global brand is great news for European club rugby,” European Professional Club Rugby (EPCR) chairman Simon Halliday said.

“We believe that the new-look Champions Cup and Challenge Cup made great strides in the inaugural season, and now to have an ambitious, dynamic partner on board such as Turkish Airlines is a major boost for the tournaments.

“While this is the company's first rugby sponsorship, Turkish Airlines have been associated with top-class sport for many years and we are certain that they will be a factor in broadening the base of club rugby in Europe and bringing the game to new, enthusiastic fans.”

The announcement continues Turkish Airlines’ strong relationship with sport as the company also has a partnership with German Bundesliga club Borussia Dortmund and has been the title sponsor of basketball's Turkish Airlines EuroLeague since 2010.

They also sponsor Japan’s national basketball team and the Turkish Airlines Open on golf's European Tour.

“We are delighted to announce our long-term sponsorship of the European Rugby Champions Cup and Challenge Cup,” chairman of Turkish Airlines Ilker Ayci said.

“This partnership reinforces Turkish Airlines' position as Europe's best airline and demonstrates our continued commitment to sport in Europe and across the whole world.”

Turkish Airlines join Heineken as an official partner of the EPCR, who are due to make another sponsorship announcement later today.

The European club rugby season is scheduled to start on Friday (November 12) when English club Harlequins take on French outfit Montpellier in the Challenge Cup, before the Champions Cup gets underway the following evening as Leicester Tigers face Stade Francais in another Anglo-French contest.

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