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Scottish Rugby calls up Peter Vardy as new shirt sponsor

Longstanding partner BT also signs updated deal with national rugby union body.

8 April 2021 Ed Dixon
  • Car retailer’s three-year deal also covers Scotland sevens team and Edinburgh Rugby
  • BT retains Murrayfield naming rights and gets new shirt placement as pair take partnership to ten-year mark

The Peter Vardy Group has struck a four-year deal with Scottish Rugby to become a principal partner of the national rugby union governing body.  

Starting this summer, the partnership will see the car retailer become the new front-of-shirt sponsor for the Scotland men’s national team. Financial details were not disclosed.

Peter Vardy will also be the back-of-shirt sponsor of the Scotland sevens team as part of a wide-ranging deal that also sees the company become the car partner of Edinburgh Rugby, who will display the retailer’s branding on their kit.

Prior to becoming a principal partner, Peter Vardy was Scottish Rugby’s car partner from 2014 to 2017.

“We are delighted to welcome a respected and widely known Scottish business in Peter Vardy into the top level of our sponsor family,” said Scottish Rugby chief executive Mark Dodson.

“They have been great partners with us in the recent past and it is a testament to their vision and connection to rugby that they will now be seen on a global basis on the front of Scotland men's national team jersey.”

Peter Vardy, chief executive of the Peter Vardy Group, added: “We have long been keen supporters of Scottish Rugby, both commercially and as fans and I believe we share similar values. We have built our business on passion, ambition, courage, and we see that lived out by these fantastic athletes every time they pull on the blue jersey. We are incredibly proud that our brand will be recognised with our national team.

“Commercially, of course, it is a fantastic opportunity to promote our brands across the UK and globally; over eight million people watched the recent Scotland versus England game – that level of exposure is massive for us.”

The announcement sees Peter Vardy replace telecommunications giant BT as Scottish Rugby’s front-of-shirt sponsor.

However, BT will continue as a principal partner of the organisation in an updated three-year arrangement, which sees the company retain the naming rights to Murrayfield stadium.

BT has also secured front-of-shirt sponsorship of the Scotland sevens team for the upcoming 2021/22 season.

In addition, BT’s logo will remain on the Scotland national team jersey, moving to the nape of the neck. Branding will also feature on the back of the shirt for the Scotland women’s team.

The extension will take the partnership between Scottish Rugby and BT to ten years. The pair first teamed up in October 2014.

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