"Yes, Land Rover Has An App For That"

With something like 85,000 apps currently available for the iPhone, it was only a matter of time before you could find out your latest rugby score thanks to the generous sponsorship of Land Rover.

Land Rover is announcing the launch of the first Official Guinness Premiership iPhone app. Now fans can get the latest rugby news, scores and results from one of the world’s most competitive leagues as soon as the action breaks.

Jon Duckworth, Premier Rugby, head of marketing and promotions said "As a loyal and established sponsor of Premier Rugby, we are delighted that Land Rover is working with us to produce this official iPhone app. This latest innovation now means that supporters with iPhones remain in touch with the Guinness Premiership wherever they may be."

The concise, easy to use application - called Guinness Premiership Rugby - has been welcomed by the players as well. Tom Rees, London Wasps captain and flanker, commented "This is exactly what Premiership supporters need; it makes rugby accessible to all its followers which is great for the game."

But the larger question is: how does the breathtakingly explosive growth of application media affect consumerism? Will application creation become another routine line item on the list of corporate sponsorships, along with signs, banners, billboards and printed coasters? Is there really a downside to all of this from the consumer's point of view? Apps are generally free, you choose whether or not to download them based on your interests, and you get precisely the information you're looking for instantly zipped through to the palm of your hand, whether its a field guide to identifying birds or the latest scores from your favorite rugby team. It seems to us that - in this case at least - technology is a good thing.

The app is free and available to download now. Visit: www.guinnesspremiership.com/iphoneapp.php to download it and enter a competition to win a VIP experience at the Guinness Premiership Final.