Following a convincing 34-7 win over Newcastle Falcons at Franklin's Gardens on May 20, Gloucester will kick off their new season campaign against Pool 2 opposition Sale Sharks.
Credited for playing a crucial role in the development of elite players, the LV= Cup is now entering its third season and has seen the likes of Charlie Sharples and Courtney Lawes progress through the competition and into the international set-up.
Speaking at the 2011-12 season launch, Sharples, who narrowly missed out on Martin Johnson's World Cup squad, spoke of the opportunity the LV= Cup has given him:
"The LV= Cup was a massive highlight for myself and the other Gloucester boys last season as it was the first trophy we'd won for a number of years."
"For me personally, it resulted in my first winners medal at senior level and I think that the exposure I got through the semi-final and final really helped push my England claims."
Off the field, the LV= Cup has undergone various changes to reflect its position as a tournament that actively encourages the development of young up and coming players looking to compete at the highest level.
Speaking on behalf of LV=, Head of Sponsorship Claire Jeromson said:
"LV= is very pleased to extend its commitment to the LV= Cup for a further four years. This tournament offers an excellent platform for young, up and coming players to shine and foster the next generation of talented players."
"We're proud to continue our involvement in this unique tournament which has established itself as an integral event in the Rugby Union calendar."
Sophie Goldschmidt, the Rugby Football Union's (RFU) Chief Commercial Officer commented:
"The further commitment from LV=, along with the continued involvement of the Welsh Rugby Union (WRU) and Premiership Rugby is another positive development for the Anglo-Welsh competition. The level of rugby and talent on display continues to develop, providing great excitement for fans."
On behalf of the WRU - who are represented by Ospreys, Scarlets, Newport Gwent-Dragons and Cardiff Blues in the competition - Group Sales and Marketing Manager Craig Maxwell said:
"We are very much looking forward to the start of the LV=Cup campaign. It is always an exciting part of the season when many rugby players in Wales get the opportunity to mark themselves against their English counterparts in this exciting Anglo-Welsh competition."
"It's fantastic to have LV= on board in support of the tournament again and we look forward to working with them and all the major stakeholders of the competition."