West Country brewer Bath Ales has come on board as an official partner of Bath Rugby in time for the start of the new season.
The two-year agreement, which starts immediately, is the biggest partnership deal the brewer has ever committed to and signals a significant investment by the business.
As part of the new relationship, Bath Ales’ branding, featuring the award-winning beer brand ‘Gem’, will be included on the team’s shorts throughout the season.
Robin Couling, Managing Director of Bath Ales, said “We’ve always had an interest in Bath Rugby and they’re a great fit with us. As our local team we’ve been supporting them from the stands for many years – and it’s very exciting to be involved in an official capacity now.
“The Rugby World Cup is being held in the UK next year and there will be increased focus on the sport so it’s a great time to get involved and support a local team that is among the elite national and international club sides.
“We’ve got some exciting activation plans in the pipeline so watch this space.”
The West Stand at the Recreation Ground will be Bath Ales branded, and in-stadia advertising and regular product sampling will take place through the season.
Matt Powell, Business Development Director at Bath Rugby, said: “Bath Ales is a successful and growing local business and we’re delighted to welcome them as a partner.
“We share similar values and ethos and look forward to enjoying a long and fruitful relationship with Bath Ales.
“Our partnerships are hugely important to us and we want to work with businesses we can create long, lasting connections with.”
Bath’s first home game of the season will take place Saturday 13th September when Aviva Premiership newcomers, London Welsh, visit the Rec.
Robin added: “We’re putting our full support and commitment behind Bath Rugby and we anticipate a very successful season ahead for this talented side.”