Tetley’s has announced major sponsorship deals with two leading Premiership rugby clubs, renewing its Official Beer status with The Sharks and entering into a similar deal with Saracens. The agreements mean an exclusive position for the Tetley’s brand including signage and pouring rights. In return, the brewer will plough money into both clubs and work closely with their marketing departments to build awareness of the clubs’ activities and increase beer sales at the grounds.

Tetley’s Sponsorship Manager, Gareth Roberts, said, ‘We hope to be able to bring a number of positive benefits. For instance, we supply hundreds of clubs and pubs within a short distance of both The Sharks and Saracens and we will look to use these contacts to help unlock a new supporter base for each club. We will be seeking to run ticket competitions in local newspapers and to use some of the rights we gain - training days with the squad, for instance - to offer the fans unique opportunities to spend time with the players. Additionally, we will be looking to tie up arrangements with junior rugby clubs, offering them benefits, including ‘free gear for beer’, if they use us as suppliers. This all helps to strengthen the links between the senior and junior ranks of the game.”