Crabbie’s Extends & Expands Scottish Rugby Deal

Crabbie’s alcoholic ginger beer has extended its agreement with Scottish Rugby for a further two years, while also becoming the official sponsor of Scottish Rugby match officials.

As part of the deal, the Crabbie’s logo will appear on the official jerseys of all Scottish Rugby match officials in BT Premiership games and across all BT leagues and cup matches.

The new deal expands the brand’s position in the sport in the country, also extending agreements with Edinburgh Rugby and Glasgow Warriors.

Last season, Crabbie’s first rugby sponsorship saw them sponsor the 1872 Cup, as well as having a strong visible presence at BT Murrayfield on big match days.

Now – as well as pourage in the bars all around BT Murrayfield, Scotstoun and Myreside stadiums – the alcoholic ginger beer will benefit from increased brand visibility at major matches as well as a number of sampling and hospitality events across the season.

Michelle Chadwick, senior marketing controller for Crabbie’s, said: “Crabbie’s alcoholic ginger beer is showing its support to the man in the middle – referees have the hardest job officiating one of the world’s most physical, technical, and fast-paced sports.

“We are very proud of our Scottish heritage and after a hugely successful season in Scottish Rugby it was an obvious development to grow our partnership together. Crabbie’s is committed to grassroots rugby and is looking forward to another great season ahead.”

Toni Blackhurst, Scottish Rugby’s head of marketing and sponsorship, added: “We are delighted to renew our relationship with Crabbie’s and continue this great partnership. BT Murrayfield is renowned for providing fans with a fantastic day out and working with brands like Crabbie’s, we are able to cater for our wide demographic of fans and enhance our matchday experience.

“It’s great news that Crabbie’s have chosen to deepen their partnership with Scottish Rugby by sponsoring the match officials, showcasing their brand on the front of all referees shirts and offering support for the grassroots of the game at clubs across the country. We look forward to working with Crabbie’s over the coming years.”