Loch Lomond teams up with Super LeagueBy Alice Brooker
British rugby system Super League has partnered with Loch Lomond Group until the end of the 2024 Betfred season.
As the official spirit partner, Loch Lomond Group has produced a range of limited edition club-branded products. A percentage of proceeds from the sales of bottles will be donated to rugby clubs and charities.
Rhodri Jones, Super League chief commercial officer, said: “It’s fantastic to welcome the Loch Lomond Group to our family of partners in the Betfred Super League.
“Loch Lomond Group’s recent experience of working with one of our clubs, Wigan Warriors, has shown them how well we, as a sport, work with partners within our game and we look forward to developing this relationship further over the coming months with the launch of bespoke club-branded products.”
Naming rights of the Spirit of Super League Award have also been given to the Glen’s Vodka owner, which is presented at the Betfred Super League Awards event.
The award is dedicated to a professional sportsman who epitomises the values of the league, with previous recipients being rugby players Jamie Jones-Buchanan, Rob Burrow and Mose Masoe.
“The presentation of the Spirit of Super League Award is always one of the most poignant moments at the Super League Awards and we look forward to working with Loch Lomond Group to produce more memorable moments over the next three years,” Rhodri added.
The brand’s first activation was at the Dacia Magic Weekend earlier this month, which is an annual event organised by the Rugby Football League. Over the weekend, an entire round of Super League matches is played.
The partnership will be on show throughout the end-of-season run-in of play-offs and the grand final.
Loch Lomond Group chief executive officer Colin Matthews said: “Much like our other sports partnerships, this sponsorship will centre on contributing to the true spirit of the sport.
“We passionately believe that participation and interest in sport can make a real positive difference to individuals, groups and communities and so we are committed to leveraging our new association to support the wider rugby community.”
Earlier this year, Loch Lomond teamed up with English golfer Lee Westwood.