Premiership Rugby has announced a landmark three-year deal with The Famous Grouse to become the Official Whisky partner of the organisation.
The Famous Grouse has a long-established history in rugby, spanning more than 30 years and it is hoped that the new partnership will aid in driving engagement with its fan across the UK.
In celebration of its new deal, the whisky brand has launched a Spirit of Rugby campaign, highlighting the similarities between the Famous Grouse and the sport, including “skill, craft and an unwavering dedication to be the best of the best,” read a statement from Premiership Rugby. “We’re delighted to welcome The Famous Grouse on board as the Official Whisky of Premiership Rugby for the next three seasons,” said Mark Brittain, chief commercial officer at Premiership Rugby
“It’s fantastic that The Famous Grouse have shown a commitment to Premiership Rugby during these times and is a testament to the growing strength of the competition within the U.K. sporting landscape.
“The Famous Grouse has a proud track record of developing strong relationships with rugby fans as a result of decades of involvement in this great sport. We’re excited to work with the brand to engage with supporters throughout the season.” Mark Riley, managing director at Edrington-Beam Suntory UK, the parent company of The Famous Grouse added: “As the UK’s number one whisky, we recognise the value of team spirit and the level of determination required to be the best.
“This is synonymous with the desire, pride and camaraderie that we see every matchday out on the rugby field. This partnership with Premiership Rugby is yet another significant milestone in The Famous Grouse’s journey to deliver fruitful collaborations which benefit all stakeholders, and particularly supporters of rugby.”
The partnership will also see the brand have ‘The Famous Grouse Try of the Week’ and offer activities across the season, such as the Premiership Rugby Final at Twickenham, where fans can benefit from a behind the scenes tour. The brand will feature on the pitch-side LED’s, the website and matchday programmes. In addition the UK’s No 1 Whisky will also become the Official Partner of The British & Irish Lions and South Africa Rugby for the British & Irish Lions tour to South Africa 2021, while a new three-year contract with the Glasgow Warriors will see the partnership celebrate its 10-year anniversary this coming season.
Author: Jake Wilkin