Beer brand Greene King IPA has augmented its sponsorship position in English rugby union by becoming the Official Beer of Guinness Premiership side Sale Sharks.
Greene King IPA is already the Official Beer of England Rugby. Under the deal, the Greene King IPA logo will be worn on the reverse of the Sale Sharks’ playing shirts and on advertising boards and bars around Edgeley Park. Greene King products will also be available for purchase.
Sale Sharks commercial director Nathan Bombrys said: “We conducted a very thorough search to find the right brewery partner. Of course we wanted to achieve growth for the club in terms of maximising the return from our pourage capacity, but we also wanted a partner with the right range of products and a willingness to help us improve our ability to serve our supporters on match day.”
Fiona Hope, marketing director of the Greene King Brewing Company added: “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. The sponsorship deal perfectly complements the brand’s position as the Official Beer of England Rugby and we look forward to activating this partnership over the coming seasons.”
