Glasgow Warriors and The Famous Grouse extend partnership
Glasgow Warriors and The Famous Grouse have agreed a new three-year contract extension, which will see the partnership between the pair celebrate its tenth anniversary over the 2020/21 season.
Having first come on board prior to the 2011/12 campaign, the Glasgow-based company has renewed its long-standing sponsorship of the Scotstoun side as the club’s Official Whisky Partner.
The Famous Grouse will continue to sponsor the popular Famous Grouse Bothy at Scotstoun, as well as new digital assets to be revealed in the coming weeks.
The announcement comes as part of The Famous Grouse’s launch of its brand-new The Spirit of Rugby campaign, incorporating Official Partnerships with Premiership Rugby, The British & Irish Lions and SA Rugby in addition to Glasgow Warriors.
The new campaign builds on more than 30 years of heritage with the sport of rugby, as the brand looks to continue to drive engagement with fans across the UK. Supporters will also be able to get involved in the latest conversations and celebrate The Spirit of Rugby thanks to the newly created @TheFamousGrouseRugby page on Twitter.
🥃 We're proud to be continuing our partnership with @thefamousgrouse, as we continue to show what it means to be part of the #spiritofrugby pic.twitter.com/dImJZEymSp
— Glasgow Warriors (@GlasgowWarriors) November 12, 2020
Mark Riley, Managing Director at Edrington-Beam Suntory UK, said: “The Famous Grouse has been investing in the sport of rugby for the past 30 years, and we are very proud to have reaffirmed our commitment to this great game by agreeing these exciting new partnerships at both international and club level to celebrate The Famous Grouse as The Spirit of Rugby.
“As the UK’s number one whisky, we recognise the value of team spirit and the level of determination required to be the best. This is synonymous with the desire, pride and camaraderie that we see every matchday out on the rugby field.
“These new partnerships are yet another significant milestone in The Famous Grouse’s journey to deliver fruitful collaborations which benefit all stakeholders, and particularly supporters of rugby.”
Ben Calveley, Managing Director at The British & Irish Lions, said: “We are delighted to have agreed a partnership with The Famous Grouse ahead of our Tour to South Africa next year.
“It is a brand known for its innovative and engaging approach to sponsorship and we look forward to working together to create a truly memorable Series.”
Glasgow Warriors Managing Director Nathan Bombrys added: “It’s excellent news that The Famous Grouse have decided to continue their partnership with Glasgow Warriors for another three seasons.
“We’re looking forward to celebrating our 10-year anniversary together with Scotland’s favourite whisky. The Famous Grouse has become an integral part of the Glasgow match day experience through their outstanding support as we have developed our own story over the past decade.
“We look forward to continuing the story of our partnership together."
Feature image taken in November 2019.