Greene King Backs Rugby Radio Coverage

Beer brand Greene King IPA has extended its association with rugby union by signing a deal to sponsor radio station talkSPORT’s coverage of the sport for the upcoming season.

Greene King already sponsors the Harlequins team, has launched a grassroots rugby club initiative and hired former England rugby captain Lawrence Dallaglio as brand ambassador.

Dallaglio will play a role in the talkSPORT sponsorship, fronting a promotional campaign and providing on-air comment.

The deal also gives Greene King branded coverage of England’s RBS 6 Nations and autumn international games, a weekly preview, review features and an online presence, including competitions.