The 2009–10 LV Cup (styled as the LV= Cup) was the 39th season of England's national rugby union cup competition, and the fifth to follow the Anglo-Welsh format. Northampton Saints were crowned champions after beating Gloucester in the final at Worcester's Sixways Stadium. On 29 October 2009, little more than a week before the start of this season's competition, British insurer LV was unveiled as the new sponsor.