Loch Lomond Whiskies has agreed to a new global partnership and sponsorship deal with PRO14 Rugby, which includes the inaugural “Rainbow Cup” featuring teams from Scotland, Ireland, Wales, Italy, and now South Africa. The Alexandria-based distiller will become the Official Spirit of PRO14 Rugby for the next three years.
As the Official Spirit of PRO14 Rugby, Loch Lomond Whiskies will showcase its innovative and exciting 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, digital pitch branding and the distiller will support initiatives aimed directly at helping fans engage with the game, players, coaches, and clubs that they support.
In keeping with Loch Lomond Group’s wider sponsorship portfolio, making positive impacts on communities is at the heart of all its partnerships and sponsorships. It is the brand’s ambition to complement its sponsorship of The Open Golf Championship through The R&A and its sponsorship of Scottish football through the SPFL by delivering meaningful and fun activities for all rugby supporters, as well as working with the clubs to 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 Colin Matthews, CEO at Loch Lomond Whiskies.
“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.”
Martin Anayi, PRO14 Rugby CEO, added, “Loch Lomond’s long-term addition to our family of partners in the Guinness PRO14 is heartening news on so many levels. 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.”
The Guinness PRO14 currently consists of clubs from four countries, who go toe-to-toe in two conferences throughout the season to earn a place in the Guinness PRO14 Final where the best teams compete for one of the few major trophies in professional club rugby.