Bath Rugby extends successful partnership with Bath Ales

7 September 2016

Bath Rugby has renewed its partnership with Bath Ales as the new season gets underway.

The extended agreement includes naming rights to the refurbished West Stand at the Recreation Ground – now known as the Gem Stand – and increased profile around the ground with more Bath Ales branding surrounding the pitch and also on the home and away playing kit.

The newly renamed Gem stand has been refurbished and around 1,000 seats have been added, increasing the ground’s capacity.

Evidence of its commitment to Bath Rugby, the brewer and pub operator, has agreed to continue the great relationship between the two local household names and has extended the contract for another two years.

Bath Ales’ award-winning ale, Gem, will remain the Official Ale of Bath Rugby. A reflection of how popular Bath Ales is with the team’s supporters, the brewer is expected to deliver over 26,000 pints to Bath Rugby for the first home game of the season.

Karin Ashwell, head of marketing at Bath Ales, said: “We have enjoyed working with Bath Rugby immensely over the last two years and are so pleased to continue and grow the partnership with the Club.

“Bath Rugby, like Bath Ales, is a key part of the local community, a genuine, hardworking and dedicated team – a natural fit for us. 

“We’re putting our full support and commitment behind Bath Rugby and we hope for a very successful season ahead for this talented side.”

Tarquin McDonald, Managing Director at Bath Rugby, said: “We have established a very successful and enjoyable partnership with Bath Ales, so we are delighted to have extended the agreement. We are very appreciative of the support they have given the Club to date, and look forward to a further two years of working together.”

Bath Ales is now part of the St Austell Brewery family and shares with the Cornwall-based business a passion for rugby. Tribute, the brewery’s flagship ale, is closely linked to grass-roots rugby across the South West. St Austell Brewery supports 14 different leagues across Cornwall, Devon and Somerset and many local teams through individual pub sponsorships. The company is also the main shirt sponsor of Cornwall County Rugby and it sponsors the prestigious Cornwall Cup.

England’s rugby star Jack Nowell is also an ambassador for Tribute Cornish ale and St Austell Brewery’s Charitable Trust which has raised more than £600,000 for good causes across the region since it was launched in 2003.

Bath Ales was acquired by fellow West Country brewer, St Austell Brewery, on 1st July. As part of the acquisition St Austell Brewery has committed to a long-term significant investment across Bath Ales’ brands, the pub estate and the brewing facilities.  

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