Award-winning Scotch Whisky distiller, Loch Lomond Whiskies, has agreed an exciting new global partnership and sponsorship agreement with PRO14 Rugby including the inaugural “Rainbow Cup” featuring teams from Scotland, Ireland, Wales, Italy and now South Africa. The distiller based in Alexandria, on the banks of the spectacular Loch Lomond which can trace its roots back more than 200 years, will become the Official Spirit of PRO14 Rugbyfor 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 some exciting initiatives aimed directly at helping fans engage with the game, players, coaches and clubs that they support.
Loch Lomond Whiskies have been winning awards for their premium whiskies across the globe for many years with spirit that combines the skill, hard work, dedication, teamwork and commitment to craft of everyone involved. These values are also central to the excellence of the Guinness PRO14 Rugby tournament, and all of its participating teams and Loch Lomond Whiskies wants to champion a competition that mirrors both its values and outstanding range of finest malt whiskies.
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.
Colin Matthews, CEO at Loch Lomond Whiskies, said: “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.
“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.”