Warriors and Kukri have set the standard for kit partnership and supporters merchandise since joining forces in 2004 and the new deal will see the two innovative and visionary companies working together to remain at the forefront of rugby's commercial world.
• Kukri will continue to supply all of the Warriors match day and training wear as well as an extensive range of replica kit and leisurewear for supporters.
• Kukri will take day-to-day control and management of the new Sixways Store with the length and nature of the deal allowing both Kukri and Worcester Warriors to further benefit from their partnership. A new 2,500 sq ft rugby and sports superstore will feature in the new stadium development at Sixways that has been given the go-ahead by local planners. The retail operation will become a key focal point in front of the club's new parking and road infrastructure as you enter the developing Sixways complex.
• Finally, Kukri has also signed up to sponsor the North Stand which already has planning permission for future development, scheduled to be the next exciting phase in the Sixways transformation.
Warriors General Manager Charlie Little described the new deal as 'ground-breaking and visionary' and revealed it would signal a new dawn for the club and be the envy of every rugby club in the UK.
"This is an exciting, long-term partnership for the club and a fantastic new phase of our relationship with Kukri that will enable us to work with them as their flagship club in Europe," he said.
"The decision to work with Kukri in preference to other international brands, who were also interested in supplying kit to Warriors, was made easier when we learned that their long-term objectives for their brand complemented our own ambitions.
"Kukri have been with us since we came into the Guinness Premiership and the signing of this deal is very much the start of a new dawn for Worcester Warriors and will strengthen our position in European rugby.
"We have recently announced new development plans to create what I believe is the best stand at any rugby club across Europe and we are delighted that a long-term partner and supporter of the club in Kukri have come to us and said that they want to be part of the next ten years at Warriors. They can see the ambition here and want to align their business strategy to ours.
"We want to be at the forefront in every aspect of club rugby, not just following the leaders in a competitive market. Since I have been at the club, we have always said that we wanted to be the best on and off the pitch and this new deal is the first part of what I hope will be a series of partnerships that will firmly establish us as the best rugby club in Europe. We have the potential to be something very special at this club. Our location, supporter base, infrastructure, amateur club and vision set us apart from everyone else. With a playing squad that is now starting to realise its potential with a place in the Heineken Cup only one game away and a Chairman who feels passionately about establishing Worcester Warriors amongst the elite, this is an exciting time for the club."
Kukri Commercial Director, Phil Morris, said: "This is a fantastic deal for all Worcester Warrior fans. At Kukri we believe in not accepting 'the ways thing are' so we were thrilled when Worcester agreed to a visionary arrangement that allows them to focus on rugby related issues, whilst Kukri look after retail issues. The fact that we have been able to both happily agree a 10 year deal shows the success and depth of the partnership between Worcester and Kukri.
"It is a real win, win situation. Warriors can plan long term with a little more certainty and therefore attract more great players, which will excite all fans. Kukri can focus on developing a wonderful new Sixways Store and creating a superb range of playing and leisure clothing for both the Warriors players and Warriors fans"
"We have already put a lot of work into the new range and look forward to revealing the exciting new kit design and playing range for next season to Warriors fans in due course"
General Manager Charlie Little has now urged the local community and businesses to join Kukri and invest in the future at Warriors.
"There are a number of groups of people whose commitment will enable us to realise our potential and fulfil our vision. We have a Chairman who is setting a clear path for us but we now need local companies and major partners and our supporters to come onboard and be a part of this fantastic and hopefully successful journey," he added.
"We are obviously delighted that Kukri have stepped up to the mark first and said they want to be a part of it. Supporters will receive their season ticket application forms this week and this will be their chance to commit to building a bright future at Warriors."