replaced two years later by Reebok subsidiary Rockport, in a deal worth £1 million, followed by Brains Brewery in 2004, in conjunction with a four-year extension to the Reebok deal. Due to French alcohol advertising regulations, the "Brains" name was replaced by "Brawn" for the 2005 Six Nations Championship match between France and Wales at the Stade de France, and by "Brawn Again" for the corresponding match two years later. The Brains deal was extended in June 2008 until September 2009, with "Brains SA" appearing on Wales home shirts and "SA Gold" appearing on the team's yellow change shirts. For the away match against France in February 2009, the "Brains SA" logo was replaced by the words "Try Essai"; "essai" is the French word for a try, but is also pronounced the same as "SA", meaning the branding could have been viewed as "an invitation to 'try' Wales' best loved beer brand". In 2008, Under Armour replaced Reebok as Wales' kit manufacturer in a four-year deal worth £10 million. Welsh insurance company Admiral replaced Brains as the main shirt sponsors in 2010, signing a three-year contract. That deal was extended by two years in both in 2013 and 2015, with the latter described as the WRU's "biggest shirt partnership deal in its history". In 2017, Japanese motor company Isuzu Motors replaced Admiral as the main sponsors of the Wales team's home shirts, while sponsorship of the team's away shirts was taken on by Subaru as a result of both companies' UK imports being handled by IM Group. In October 2015, the WRU agreed a nine-year, £33 million extension to its contract with Under Armour, only for both parties to mutually terminate the deal four years early in 2020. A new, seven-year contract with Italian company Macron was agreed in September 2020, believed to be worth around £30 million. Support Rugby union and Wales' national team hold an important place in Welsh culture and society. Sport historian John Bale has stated that "rugby is characteristically Welsh", and David Andrew said that "To the popular consciousness, rugby is as Welsh as coal mining, male voice choirs, How Green Was My Valley, Dylan Thomas, and Tom Jones". Welsh rugby's first 'golden age' (1900–1911) coincided with the country's zenith during the 20th century, and rugby was important in building Wales' modern identity. There is a long tradition of Welsh supporters singing before and during