Greene King IPA 'official beer of England Rugby'

Related tags Greene king England national rugby union team Twickenham stadium

Greene King IPA 'official beer of England Rugby'
Greene King IPA has become the official beer of English rugby in the brewer's second major sponsorship deal of the autumn. The brewer has already...

Greene King IPA has become the official beer of English rugby in the brewer's second major sponsorship deal of the autumn.

The brewer has already signed its pub estate up to a high-profile sponsorship deal with primetime ITV show Ant & Dec's Saturday Night Takeaway.

Greene King snapped up the rugby sponsorship after Carlsberg UK decided not to extend a deal for Tetley's which had been in place since 1997.

As part of the new four-year rugby deal, Greene King's pub estate will become the official supporters' pubs of English rugby, and promotions will run throughout the season and for all England games.

Competition prizes will include tickets to England matches, signed merchandise and the chance to take part in England training sessions.

IPA will be served in all the bars at Twickenham and there will be a dedicated IPA pub in the west car park of the stadium.

Managing director of Greene King Brewing, Justin Adams, said: "We know that over 10 million ale drinkers watch rugby on TV, and that over three million attend the games. This sponsorship gives Greene King a powerful new way to connect with our consumers and pub-goers and allows our pubs a great opportunity to offer new promotions.

"We have the technical expertise and the backing with our pub estate to make a great impact on rugby fans."

The RFU's business operations director Paul Vaughan added: "The team at Greene King are experienced in deals of this kind, and with their pub estate they have a real point-of-difference as they can engage with rugby fans who aren't able to attend international games."

l Greene King is relaunching its Ruddles ale brand with a horseshoe pump clip design.

The design will roll out on to bottles early next year.

Related topics Beer Licensing law

Property of the week

Follow us

Pub Trade Guides

View more