Leeds United dram up sponsorship from Whyte and Mackay

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Related tags: United kingdom, Scotland

Whyte and Mackay has secured the multi-million pound sponsorship of Leeds United.The Scotch whisky is set to replace Strongbow cider on the shirts of...

Whyte and Mackay has secured the multi-million pound sponsorship of Leeds United.

The Scotch whisky is set to replace Strongbow cider on the shirts of the troubled Yorkshire club next season as part of a £3million deal that could rise to £6.5m over the next three years.

Whyte and Mackay, a leading blended whisky north of the border with a strong off-trade presence, is spearheading its surge into England and Wales on the back of the football link-up.

Huw Pennell, marketing manager of Whyte and Mackay's distributor Maxxium UK said: "In terms of profile, this deal with Leeds United is the biggest in the brand's history. Whyte and Mackay has concentrated its efforts on developing the Scottish market where it has successfully grown market share.

"Now, we are confident that the time is right to up-weight our focus in England and Wales and the Leeds United sponsorship will play a pivotal role in this.

"Whisky drinkers are 30 per cent more likely than the average UK consumer to watch football, so becoming involved in the world's largest league makes perfect sense for our brand. Whyte and Mackay has a history of links with football and, through its work at semi-professional level in Scotland, operates one of the longest running football sponsorships in the UK. Leeds United, on the other hand, has a successful history of quality Scottish signings - I'm confident this will be another."

Related topics: Spirits & Cocktails

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