This season, interest in the RaboDirect PRO12 is sure to increase further with a host of returning British & Irish Lions, including captain Sam Warburton and Player of the Series Leigh Halfpenny, fresh from their historic series win over Australia.
And John Feehan believes that with the Lions still fresh in everyone's mind, and with a lucrative TV deal with Sky Sports due to begin at the start of next season, it is a fantastic opportunity for potential new sponsors.
"This is a great opportunity, the PRO12 is continuing to grow and grow every year, as we have seen with recent attendances," said Feehan.
"Rabo have done a great job and played a key role in growing the league and raising its profile but there are no concerns for the future, from our perspective it is an exciting time.
"With the returning Lions - there were more Lions in the RaboDirect PRO12 than any other league - and with the Sky TV deal on the way, there are a lot of possibilities."
He added: "The deals we have with our current broadcasters are fantastic but with Sky coming on board, we will have full UK and Irish nationwide coverage and that's great for us.
"What Sky do is very good, they do sport very well and we're excited about the possibilities of the growth of this league, but for the time-being we look forward to continuing our excellent relationship with RaboDirect for the rest of what will be a very exciting 2013/14 season."