PRO14 Rugby has signed up Loch Lomond Whiskies as the Official Spirit of the tournament for the next three years.
The partnership will include the inaugural “Rainbow Cup” featuring teams from Ireland, Scotland, Wales, Italy and South Africa, scheduled to be held at the end of the shortened 2021 season.
The distiller based in Alexandria, on the banks of Loch Lomond, will showcase its range of single malt whiskies at match venues and digitally throughout the season. In addition, the Loch Lomond Whiskies logo will feature on the match officials’ shirts and in digital pitch branding. It will also support some exciting initiatives aimed directly at helping fans engage with the game, players, coaches and clubs that they support.
Loch Lomond Group’s wider sponsorship portfolio includes partnerships with The Open Golf Championship through The R&A, the British Women’s Open, the Scottish PGA, Motherwell Football Club and The Scottish Premier League.
It will donate part of its profits from new Special Edition Whiskies created with PRO14 Rugby and the clubs to worthy charities across the UK, Ireland and Italy.
“What attracted us to partner with the PRO14 Rugby as its Official Spirit was not only the professionalism and ambition of Martin Anayi and his team at PRO14 Rugby but also the quality of the tournament and all of the participating teams as well as a shared passion for a commitment to attaining excellence,” said Loch Lomond Whiskies CEO Colin Matthews.
“Much like our other sports partnerships, our sponsorship of PRO14 Rugby will centre on contributing to the true spirit of the sport. We passionately believe that participation and interest in sport can make a real positive difference to individuals, groups and communities and so we are committed to leveraging our new association with PRO14 Rugby to support the wider rugby community.”
“We look forward to seeing rugby fans back in stadia as soon as circumstances allow, and we can’t wait to give them the opportunity to enjoy a dram or two of our award-winning single malts.”
“Loch Lomond’s long-term addition to our family of partners in the Guinness PRO14 is heartening news on so many levels,” added Martin Anayi, CEO of PRO14 Rugby.
“During the past nine months, the game of rugby has shown its true spirit in facing challenges we have never seen before and not only have we enjoyed the support of our existing partners, now Loch Lomond have come in because they know how passionate and engaged the fans of our league are.”
“Our goal is to create a partnership that opens up opportunities for exciting content that resonates with fans and gets people talking in order to showcase the ambition of both Loch Lomond and our league.”
“Loch Lomond Whiskies are really passionate about sport and their sponsorship of The Open Golf Championship is a testament to their approach. Already, they have provided us with a range of ideas to connect with our fans and their clubs, and I’m really looking forward to the announcement of their marquee activation which will provide a prestigious addition to the Guinness PRO14.”
Sport for Business Partners