ENGLISH PREMIER League club Everton FC finally managed to secure a new signing in football’s transfer window…an official ginger beer sponsor.
Crabbies, the alcoholic ginger beer owned by Liverpool-based wine and spirits manufacturer Halewood International, signed terms as an official partner with the club last week.
Following on from their £1m marketing investment in 2009 (national TV, press and promotions), the Everton deal represents their second foray into football sponsorship after they announced a three-year shirt sponsorship with Scottish Premier League club Hibernian FC, kicking off this season, in a deal valued by Frontiers at $250,000 per year.
It has been a busy summer for the brand. As well as marketing activity with The Scottish Open Golf Championships, BBC Good Food Shows, Perth Races, The London Vintage Festival 2011 and Stonegate outdoor events, they are also just coming to the end of a national six-week TV campaign.
Everton have been just as active on the commercial front, after they announced a new technology partner, the US electrical giant Best Buy, at the same time as the Crabbies deal.
It is the company’s first move into British football, with previous activity centred on the US market with Best Buy Racing’s NASCAR and US RallyCross teams.