Crabbie's and Northampton Saints has today announced an Elite Partnership that will see the drinks brand and Aviva Premiership club work closely together across a variety of projects over the next five years.
Crabbie's will become the official ginger beer of Northampton Saints and as well as a substantial presence at Franklin's Gardens on home match days will use a range of promotional opportunities to develop awareness of both brands, not least with the local clubs within the Saints region.
Furthermore, Crabbie's is backing a brand new Touch Rugby tournament that will launch in the summer of 2017 and expand in subsequent years, increasing participation in one of the fastest-growing areas of the sport among both men and women.
Michelle Chadwick, senior marketing controller for Crabbie's, commented: "Crabbie's is passionate about supporting rugby at every level, from grassroots all the way up to the elite game.
"This ethos could not be better summed up than in our new partnership with Northampton Saints. This is an elite Premiership club with international players, a proud history and also one with strong links into the community game at all levels.
"Crabbie's is proud to partner with the Saints and we look forward to enjoying lots of success together."
Saints chief executive Allan Robson says that this partnership has the potential to make a positive impact on the growth of the Crabbie's brand, the Saints as a club and rugby as a participation sport.
"We like to work with our sponsors and partners on exciting new initiatives, and this new Elite Partnership with Crabbie's does exactly that," he said. "We will be able to offer supporters who come into Franklin's Gardens on match days more choice and entertainment, and also help grow the community side of the club, too, that works with local clubs throughout the East of England.
"We're delighted to have Crabbie's on board to help us expand our work in the region."
Like the Saints, Crabbie's has a long-standing legacy of excellence, dating back to when John Crabbie capitalised on the port of Leith, near Edinburgh, to bring together the finest ingredients from around the globe into a distinctive and memorable alcoholic ginger beer.
To find out more about this story head to www.crabbiesgingerbeer.co.uk
Please enjoy Crabbie's responsibly.