Loch Lomond Whiskies Converts New PRO14 Rugby Sponsorship Deal

Scotch Whisky distiller, Loch Lomond Whiskies, has agreed a new global partnership and sponsorship agreement with PRO14 Rugby including the inaugural 'Rainbow Cup' featuring teams from Scotland, Ireland, Wales, Italy and now South Africa. The distiller will become the Official Spirit of PRO14 Rugby for the next three years.

As the Official Spirit of PRO14 Rugby, Loch Lomond Whiskies will showcase its innovative and exciting range of single malt whiskies at match venues and digitally throughout the season. In addition, the Loch Lomond Whiskies logo will feature on the match officials’ shirts, digital pitch branding and the distiller will support some exciting initiatives aimed directly at helping fans engage with the game, players, coaches and clubs that they support.

In keeping with Loch Lomond Group’s wider sponsorship portfolio, making positive impacts on communities is at the heart of its partnerships and sponsorships. It is the brand’s ambition to complement its sponsorship of The Open Golf Championship through The R&A and its sponsorship of Scottish football through the SPFL by delivering meaningful and fun activities for all rugby supporters, as well as working with the clubs to donate part of its profits from new Special Edition Whiskies created with PRO14 Rugby and the clubs to worthy charities across the UK, Ireland and Italy.

Colin Matthews, CEO at Loch Lomond Whiskies, said: “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.”

Martin Anayi, PRO14 Rugby CEO, added: “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."

The inaugural partnership is the latest addition to Loch Lomond Group’s sponsorship portfolio. In golf, Loch Lomond is the Official Spirit of The Open, Women’s British Open and Scottish PGA, whilst enjoying ambassador relationships with on-course legends Colin Montgomerie, Darren Clarke, Rich Beem and Cristie Kerr. In football, Loch Lomond Group’s Glens vodka brand sponsors Motherwell FC and has recently become 'The Spirit of the SPFL', Scotland’s leading national men's football league.