The agreement begins immediately and will see Crabbie’s have a sponsorship package and pouring rights at BT Murrayfield. Crabbie’s will also benefit from sponsorship of the 1872 Scottish Cup trophy and branding rights at both Edinburgh Rugby and Glasgow Warriors for the duration of the 2016/17 season
The alcoholic ginger beer brand will capitalise on a marketing campaign, including naming, pouring, sampling and hospitality rights and will use the partnership to support trade sales and brand visibility around key rugby occasions with consumers in the on and off trade.
Crabbie’s was established in 1801, where Crabbie’s Ginger Wine was originally produced in Leith, Edinburgh by John Crabbie & Co. Crabbie’s Alcoholic Ginger Beer is the number one selling brand in the category and is no stranger to high profile sponsorships, including the recent return of Channel 4’s TFI Friday, title partner of the World’s Greatest Steeplechase, The Crabbie’s Grand National and sponsorship of Hibernian F.C.
Halewood International Marketing Controller, Claire Kelly, said: “We are thrilled to become an official partner of Scottish Rugby. We’re very proud of our Scottish heritage and we are excited to bring the Crabbie’s brand to the devoted and passionate fan base. The partnership gives Crabbie’s a new platform to showcase our product to consumers, both at home and internationally.”
Toni Blackhurst, Head of Marketing and Sponsorship at Scottish Rugby, said: “We are delighted to announce this partnership with a brand with so much heritage and history in Scotland. We believe that this relationship will be a win-win in enhancing our matchday offering for fans and we look forward to a successful partnership between Scottish Rugby and Crabbie’s.”