SWALEC was the sponsor of Wales WRU Challenge Cup, named the SWALEC Cup, and the name continues to be attached to a range of league competitions and trophies administered by the Welsh Rugby Union.
On 4 March 2008, Glamorgan Cricket Club announced a 10 year sponsorship deal with SWALEC, thought to be the biggest single sponsorship by a county cricket club, giving SWALEC the naming rights to the new stadium, which is worth in excess of £1.5 million over 10 years.
SWALEC | SWALEC Stadium |
It renamed itself Hyder in 1996 after taking over a local electricity company (SWALEC) and becoming a water and electricity multi-utility.
On 26 February 2007, the WRU agreed a new £1 million three-year sponsorship deal with SWALEC, who had previously sponsored the event from the 1992–93 season until the 1998–99 season; the Cup will again become the SWALEC Cup.