Whyte & Mackay Scotch sponsors Lions tour

Blended Scotch brand Whyte & Mackay has entered into its “biggest ever” international sports sponsorship deal after signing an agreement with rugby team the British & Irish Lions.

Whyte & Mackay’s playful ‘Surprisingly Smooth’ campaign features “dapper” lions

The partnership will see the Glasgow-based brand, which features a symbol of two lions on its label, support the rugby union team during its tour of New Zealand this year.

Co-branded marketing activations will take place throughout the on- and off-trade and through-the-line media. The marketing initiatives will also see a continuation of Whyte & Mackay’s ‘Surprisingly Smooth’ campaign, which features “dapper” lions.

“We are delighted to welcome Whyte & Mackay into the Lions commercial family,” said Charlie McEwen, British & Irish Lions’s chief operating officer.

“Like the Lions, Whyte & Mackay has rich and proud history, we look forward to working with them in the coming months to ensure that the partnership is a huge success and we hope our fans will enjoy a ‘wee dram’ during the tour.”

A programme of activity across the UK and New Zealand will be launched to support the on- and off-trade, including out of house media, digital and social amplification, and in-store promotions.

An on-pack promotion has launched in Tesco nationwide across the UK, allowing customers who buy a bottle of Whyte & Mackay to be in with a chance of winning tickets to the tour in New Zealand, plus one of 25 official Lions replica jerseys.