Everards’ Tiger Best Bitter brand and Leicester Tigers Rugby Club have signed a new 10 year sponsorship and supply deal, extending a five year association.
As part of the 10-year package Everards will be the exclusive drink supplier of the team, as well as enjoying hospitality and branding at the Leicester Tigers home ground.
Everards chairman Richard Everard said: “We have enjoyed a long standing partnership with the Leicester Tigers and I’m delighted this is set to continue over the next decade. He added, “This is an obvious fit for Tiger Best Bitter as many of our fans are also supporters of the Leicester Tigers. We look forward to working with the club to develop a close relationship with our pubs.”
Leicester Tigers managing director David Clayton said of the continuing partnership: “We are thrilled to have the opportunity to continue our close relationship with Everards. The Tiger Best Bitter brand is an excellent fit with our club as it represents quality, has a strong local heritage and an extremely loyal fan base.”
Length of contract: 10 years
Annualised value: US$250,000
Overall value: US$2 million