Crabbie’s alcoholic ginger beer has renewed its sponsorship agreement with Scottish Rugby, the country’s governing body of rugby union, for a further two years.
The beverage brand will remain as an official partner of Scottish Rugby and its two leading club sides Edinburgh Rugby and the Glasgow Warriors. The expanded deal will also see Crabbie’s become the front-of-shirt sponsor on the official jerseys of all Scottish Rugby match officials in its top-tier BT Premiership games and cup matches.
Crabbie’s will also have the pourage right in the bars at the BT Murrayfield, Scotstoun and Myreside stadiums, as well as an increased brand visibility at major matches.
“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,” said Michelle Chadwick, senior marketing controller for Crabbie’s. “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: “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.
After many years of relative mediocrity Scotland’s men’s rugby team have shown upturn in form under coach Vern Cotter - who left the role to coach French side Montpellier following Scotland’s successful 2017 Six Nations campaign that included defeats of Wales and Ireland - and his successor Gregor Townsend, whose team tasted victory over Australia on their recent summer tour.