Aviva will be using the new ads to recognise top rugby fans who can show how much their Aviva Premiership Rugby club means to them.
"We understand how much a fan's club matters to them and love how passionate rugby supporters are about their club," explained Aviva Ambassador, Austin Healey.
"From travelling the lengths of England, to the important rituals before a game, like wearing your lucky scarf or a pre-match routine. We want to hear fans' stories demonstrating why their team is so important to them then they could become the stars of the new Aviva TV ads."
To get involved, Aviva is asking supporters to send an email of no more than 50 words to firstname.lastname@example.org , entitled What Matters and their club name, or to tweet using #WhatMattersRugby, about why their club matters so much to them and how you show this.
All nominations must be sent in by midnight on Monday, 4 November 2013.
The new ads will appear around ITV's rugby coverage later in the season and form part of an on-going initiative by Aviva to bring fans closer to the action through their sponsorship.
Terms & Conditions apply: www.premiershiprugby.com/WhatMattersRugby