Yorkshire Carnegie and Crabbie’s Alcoholic Ginger Beer have struck a three year partnership deal.
The deal will see the Crabbie’s logo on the club’s away shirt for the next three seasons – starting with this Sunday’s clash with title rivals Cornish Pirates.
Additionally, Crabbie’s and Carnegie will work together to extend rugby’s reach across the region.
Crabbie’s is a keen supporter of rugby at all levels, from the elite game to grassroots. All of the brand’s sponsorship activity includes outreach to grassroots clubs and it has launched a collector reward scheme for local clubs at crabbiesrugby.co.uk, where teams can earn training and matchday equipment such as balls, tackle bags, contact bags, post protectors and more.
Crabbie’s was founded in 1801, in Leith, Edinburgh by John Crabbie and the alcoholic ginger beer is still created from the original secret recipe of exotic spices and real ginger, steeped for six weeks. Now fans at Headingley Carnegie Stadium will be able to buy Crabbie’s at all events held there.
John Bradbury, Managing Director of Crabbie’s owner Halewood Wines And Spirits, says: “Crabbie's involvement in rugby is all about developing the game and encouraging participation at all levels.
"This exciting and unique partnership with Yorkshire Carnegie will enable us to do that across the region. Carnegie is a club with strong roots in the local community. By working together, we can help grow participation in rugby, as well as supporting many local clubs.
"There is a real appetite for the game in Yorkshire and whether you are playing rugby or watching rugby, Crabbie’s will be there.”.
Yorkshire Carnegie Commercial Director Rob Oates commented: “We are delighted to welcome Crabbie’s into our family of partners. There is a great synergy between their brand and the fans who enjoy the wealth of sport available at Headingley Carnegie Stadium, all year round. They are excited about the Yorkshire project moving forward and want to be part of our vision for the club.
“The addition of Crabbie’s further strengthens our partnership programme. Already our kit features Xercise4Less, X Blades, Hewden, Go Media, Leeds Beckett University, Caddicks and the Oakapple Group making it one of the most lucrative sponsorship portfolios in the Championship and we are delighted to welcome Crabbie’s into that elite group.”