UK alcoholic ginger beer brand Crabbie’s has signed a first-of-its-kind, five-way sponsorship agreement that incorporates the Welsh Rugby Union and Welsh Pro12 teams Ospreys, Scarlets, Cardiff Blues and Newport Gwent Dragons.
The wide-ranging deal, the length of which was not disclosed, names Crabbie’s as the official ginger beer of Welsh rugby.
As part of the agreement, Crabbie’s will benefit from brand exposure at Wales’ five key rugby union venues – Liberty Stadium, Parc y Scarlets, Cardiff Arms Park, Rodney Parade and Principality Stadium.
Crabbie’s has been granted pouring and supply rights, while the partnership also includes digital marketing, brand experiential and sampling, tickets and hospitality rights and sponsor events.
Community rugby clubs in Wales will also benefit through Crabbie’s recently-launched grassroots rugby initiative.
“Working more closely with the regional game and collaborating in order to drive efficiency in sponsorship and all procurement has been a key aim for us over the past year and will continue to be so,” WRU chief executive Martyn Phillips said.
“This first deal of its kind with Crabbie’s is highly significant in that it shows the power and the draw of the game in Wales when we are all working in unison.
“Crabbie’s have been the first to see that and we thank them for their investment in our national game and look forward to striking more partnerships of this type in the future.”