Bath Ales toasts extending its sponsorship deal with Bath Rugby for another season

September 11, 2019

Bath Ales has extended its sponsorship of Bath Rugby, which started in 2014, for a further season.

Under the deal, the brewery’s flagship amber ale Gem will continue as the ‘Official Beer of Bath Rugby’ and be served on cask at The Rec when the new season starts later this month. 

Gem branding will continue around The Rec and on the Premiership team’s official playing shorts while the West Stand will continue to be known as the Gem Stand – as it has since it was officially renamed in 2016.

Over the past year more than 145,000 pints of Bath Ales’ beer were sold at Bath Rugby’s home matches, including Sulis – its first lager – Dark Side stout and Prophecy New World Pale Ale.

Bath Ales, which owns city pubs The Swan, The Griffin, The Hop Pole and The Salamander, was acquired in 2016 by Cornish brewer St Austell, best known for its Tribute, Proper Job IPA and Korev lager brands. 

Last year a multi-million pound investment doubled the capacity of its Hare Brewery at Warmley, between Bath and Bristol, meaning it can produce more than 50,000 brewers’ barrels of beer a year – the equivalent of just over 14.5m pints.

Underscoring the links between Bath Rugby and Bath Ales, club CEO Tarquin McDonald cut the ribbon at the state-of-the-art brewery expansion’s opening ceremony.

Bath Ales marketing manager Vicky Guy said: “We’ve worked with Bath Rugby since 2014 and in that time our partnership has gone from strength to strength. It’s a valuable platform for us as a business, which enables us to connect with consumers, beer lovers and Bath Rugby supporters to drive greater engagement with our brand.

“We look forward to the coming year and wish the squad the best of luck for the season ahead.”

Bath Rugby chief commercial officer Ben Wells said the club had established a very successful and longstanding partnership with Bath Ales over the past five years.

“As one of our key local partners, we’re delighted that Bath Ales will continue to be a key part of the matchday experience at The Rec, engage with our supporters beyond matchday and support our flagship event – The Clash – against Wasps at Twickenham next April.”

Bath Ales will also bring its new Land Rover Defender bar to scheduled match days at The Rec this season.

The brewery is a long-time sponsor and supporter of professional sport in and around the city. In April it agreed a three-year sponsorship with Gloucestershire County Cricket Club under which Gem has become the club’s official beer for the first time. The Gem logo features on the back of playing shirts for all three of the club’s kits. The brewery has also been Bath City FC’s official beer supplier.

Away from sport, Bath Ales was an official partner of this year’s Bath Comedy Festival.

Pictured, from left: Bath Rugby players Matt Garvey, Freddie Burns and Aled Brew with Bath Ales marketing manager Vicky Guy

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