Famous Grouse Signs Trio Of Major Rugby Deals
Whisky brand The Famous Grouse has signed a trio of new deals alongside a new ‘Spirit of Rugby’ campaign, further cementing its position within the sport’s community.
Among the signing spree is a landmark three-year partnership to become the Official Whisky of Premiership Rugby, an Official Sponsor of the British and Irish Lions 2021 tour to South Africa, and an extended agreement with Glasgow Warriors which will take their mutual partnership through its 10th year.
The Premiership Rugby deal will see the brand retain its ownership of ‘The Famous Grouse Try of the Week’, among a range of additional activations, with Premiership Rugby CCO Mark Brittain commenting that “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 British & Irish Lions agreement, meanwhile, gives The Famous Grouse exclusive access to a new ‘Spirit of Rugby’ narrative, which will include behind-the-scenes access to the touring group for a series of content campaigns around the ‘spirit and camaraderie of the Lions’.
“We are delighted to have agreed a partnership with The Famous Grouse ahead of our Tour to South Africa next year,” said Ben Calveley, Managing Director at the British & Irish Lions. “It is a brand known for its innovative and engaging approach to sponsorship and we look forward to working together to create a truly memorable Series.”
Finally, the extension with the Glasgow Warriors will see the two celebrate a decade together in the 2021/22 season, and will see the Glasgow-based brand retain its hospitality opportunities, branding, and ownership of ‘The Famous Moment’ of the week.
Nathan Bombrys, Glasgow Warriors Managing Director said: “We’re looking forward to celebrating our 10-year anniversary together with Scotland’s favourite whisky. The Famous Grouse has become an integral part of the Glasgow match day experience, and their outstanding support has helped shape our club’s story over the past decade.”
Discussing all three agreements, The Famous Grouse Global Managing Director, Aristotelis Baroutsis, added: “The Famous Grouse has been investing in the sport of rugby for the past 30 years, and we are very proud to have reaffirmed our commitment to this great game by agreeing these three exciting new partnerships at both international and club level to celebrate The Famous Grouse as The Spirit of Rugby.”
