Whisky brand, The Famous Grouse has become the official broadcast partner for Gallagher Premiership Rugby matches and highlights on ITV sport.
The collaboration, organised by Publicis Media Content, is set to include four live Gallagher Premiership rugby matches and the weekly highlights show.
The final of the competition which will be shown free-to-air for the first time in the premiership’s history will also be sponsored by the whisky company.
“We are very proud to have reaffirmed our commitment to this great game by extending this partnership with Premiership Rugby,” Edrington UK marketing director Neil Skinner.
“We share great heritage with rugby and we’re sure this partnership will help to further strengthen our reputation, drive brand awareness and benefit all stakeholders involved with the sport.”
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The deal comes as part of the “Spirit of Rugby” Famous Grouse campaign that intends to promote the sport and celebrate “skill, craft and an unwavering dedication”.
Premiership Rugby’s chief commercial officer Mark Brittain added: “This new deal shows the strengthening of the partnership between Premiership Rugby and The Famous Grouse, who has been our Official Whisky Partner since 2020.
“The Famous Grouse couldn’t have picked a better match to start with as the Sale Sharks vs. Leicester Tigers match was the most-watched in the history of Premiership Rugby with almost 800,000 viewers on ITV.”
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