Kingstone Press, the flagship cider from Aston Manor, has been announced as the Principal Partner of England Rugby League ahead of this year’s Four Nations tournament and Rugby League World Cup in 2017.
The two-year deal will see Kingstone Press instantly recognisable on the front and back of the national team’s playing shirts.
Increasing the brand’s exposure to a national audience, the agreement covers the two biggest international occasions – the Four Nations in autumn 2016 and the Rugby League World Cup in 2017. Both events are expected to attract record numbers of spectators at the matches and on television.
To maximise the opportunity presented by the partnership, Kingstone Press will increase engagement with the growing audience for Rugby League with on-pack and in-pub promotions providing the chance for consumers to win a trip to next year’s Rugby League World cup in Australia. The brand will also offer fans the chance to attend and take part in a training camp with the England team ahead of this year’s 4 nations series starting in October.
Already strongly affiliated with the sport, the major cider brand has been a supporter of Rugby League since 2013 and is involved from the very top of the sport to the grassroots. The involvement covers the Kingstone Press Championship, Kingstone Press League 1 and Kingstone Press National Conference League. It is also the Official Cider of First Utility Super League and Ladbrokes Challenge Cup.
Justin Way, marketing controller at Aston Manor Cider, said: ““We are delighted to become the Principal Partner of the England team. It adds a new dimension to our existing relationship and further strengthens our association with Rugby League.
“Consumer awareness and recognition of Kingstone Press has grown tremendously since we first aligned the brand with the sport. We continue to increase distribution and sales so that more fans can enjoy Kingstone Press nationwide.
“Working with the RFL and engaging with the millions that follow this exciting sport is building awareness of Kingstone Press as a truly authentic and refreshing English cider.”
RFL Commercial Director Chris Rawlings said: “Following on from last year’s International Series win against New Zealand, 2016 is an important period for England Rugby League as they look to build on that success. Having Kingstone Press on board as Principal Partner only strengthens this preparation.
“From the front of the England shirt down to the National Conference League, it shows a real commitment to Rugby League and reflects the relationship they have with our teams and supporters.
“This is great news for us at an exciting time for international Rugby League as we look forward to welcoming the world’s best teams and players to the UK this autumn.”
As part of a record level of investment in the brand, Aston Manor Cider is continuing to grow recognition of Kingstone Press through sponsorship, consumer engagement and trial.
In addition to its partnership with Rugby League, Kingstone Press is the Official Finisher’s Cider for Tough Mudder UK, raising the profile of the brand to around 120,000 participants each year.
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