Loch Lomond Whiskies secures PRO14 Rugby sponsorship deal

Scotch whisky distiller Loch Lomond Whiskies has agreed a global partnership and sponsorship agreement with PRO14 Rugby.

The distiller, based in Alexandria, will be the official spirit of the Guinness PRO14 Rugby for the next three years, which will include the inaugural 'Rainbow Cup'.

Currently the competition consists of clubs from four countries - Scotland, Ireland, Wales and Italy, soon to be joined by South Africa. Teams compete in two conferences each season. 

As the official spirit, Loch Lomond will showcase its range of single malt whiskies at match venues and digitally throughout the season. Its logo will also feature on the match officials' shirts and digital pitch branding, and the distiller will support initiatives to help fans engage with the game, players, coaches and clubs.

In addition, the distiller will be donating part of the profits of its new Special Edition Whiskies created with PRO14 Rugby and the clubs to worthy charities across the UK, Ireland and Italy.

The new partnership complements Loch Lomond Whiskies' existing sponsorship of the Open Golf Championship through The R&A and of Scottish football through the SPFL.  

Colin Matthews, Loch Lomond Whiskies CEO, 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."

15 January 2021 - Bethany Whymark