Lawrence Dallaglio signs for Greene King
Rugby legend Lawrence Dallaglio is the new face of Greene King IPA.
He has signed a two-year deal to be ambassador of IPA, the official beer of England Rugby.
His first role will involve help for grass roots rugby, as Greene King provides thousands of pounds worth of kit to rugby clubs all over England.
His forthright views on rugby will be central to wider marketing activity, Greene King said.
Dallaglio is also co-owner of the Havelock pub in Olympia - recently voted third-best gastro pub in London by Hardens Gastro Pub Ratings.
"As a keen cask ale drinker and member of the licensed trade I know that Greene King IPA is the genuine article," said Dallaglio.
"Now I've hung up my boots, I am going to be working hard to help the brand to develop a deeper involvement in the sport that will benefit players and fans alike from grassroots level right up to the England side.
"I made a commitment to myself that once I'd retired, I would only work with partners I really believe in."
Justin Adams, managing director of Greene King Brewing Company, said: "There is a clear and natural affinity between the sport of rugby, its fans and cask ale drinking.
"Lawrence is certainly among the best known English rugby players and is widely respected as an inspirational leader and a credible commentator on the sport.
"As such, he is a perfect fit for the Greene King IPA brand and we are looking forward to working with him to develop new ways of engaging with fans of England rugby."
