IPA in deal with rugby's Sale Sharks

Related tags Greene king ipa England national rugby union team

Greene King has signed a deal making its IPA brand the official beer of Manchester rugby team Sale Sharks.With IPA already the official beer of the...

Greene King has signed a deal making its IPA brand the official beer of Manchester rugby team Sale Sharks.

With IPA already the official beer of the England rugby team, this new arrangement bolsters the brand's association with the sport. It comes as Wetherspoon announced that it was dropping its controversial sale of IPA at 99p per pint in its outlets, a bid to appease Greene King following the brewer's fury at the heavy discounting.

Sale Sharks supporters will be able to enjoy IPA and other Greene King beers in the bars of the Sharks' ground, and Greene King IPA logo will be worn on the reverse of the players' shirts for the rest of the current season. Greene King IPA will also be advertised on hoardings around the ground.

Fiona Hope, Greene King Brewing Company marketing director said: "We are delighted to announce a partnership with Sale Sharks that will further cement the Greene King IPA brand's position at the heart of rugby. There is a natural affinity between supporting rugby and drinking cask ale, and the north of England represents a considerable opportunity in this category."

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