Vicky Guy, Bath Ales’ marketing manager, with, left to right, Bath Rugby’s Matt Garvey, Freddie Burns, and Aled Brew
Bath Ales has extended its sponsorship of Bath Rugby. The brewer, which has supported its local club since 2014, has renewed its sponsorship for a further season.
Gem, Bath Ales’ flagship amber ale, will continue as the official beer of Bath Rugby and is served on cask at the Rec. In total, more than 145,000 pints of Bath Ales’ beer were sold at Bath Rugby’s home matches during the past year, including Sulis — the brewer’s first lager — Dark Side stout, and Prophecy New World pale ale.
As part of the ongoing partnership, Gem branding will continue to feature around The Rec and on the team’s official playing shorts. The West Stand will continue to be known as the Gem Stand, as it has since it was officially renamed in 2016.
This year, the brewer will also be bringing its new Land Rover Defender bar to scheduled match days.
Vicky Guy, Bath Ales marketing manager, said: “We’ve worked with Bath Rugby since 2014, and in that time our partnership with the club 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.”