Camden Town Brewery kicks off partnership with Rugby Football Club
Camden Town Brewery has become the official sponsor of Rugby Football Club, pledging long-term investment and community support in a deal the brewer says will “change the game” for grassroots rugby.
Camden Town Brewery, owned by global beer giant AB InBev, has announced a new partnership with Rugby Football Club, becoming the official sponsor of the historic grassroots side known as the Lions.
The move follows the launch of Camden’s Give ‘Em Hells initiative with rugby brand Gilbert, which aims to support clubs across the UK both on and off the pitch.
Backing grassroots sport
Founded in 1873, Rugby Football Club is one of only three teams in the world permitted to play in all white, alongside the national side. Its name is also tied to the sport’s origins.
To mark the start of the partnership, Camden collaborated with turf artist John Ledwidge, dubbed the “Messi of Mowing”, to create a large-scale pitch artwork at the club.
Partner Content
Camden said the deal represents a long-term commitment. Planned improvements include refurbishing the stand, repairing turnstiles, and supplying equipment throughout the club’s set-up. The brewery also hinted at more ambitious ideas, including the possibility of building a pub with a pitch inside it.
Community events, giveaways and matchday activations are also in the pipeline.
“Refreshing notion for the future”
Mal Malik, chairman of Rugby Football Club, said: “It’s amazing to have the support of Camden Town Brewery, and we’re so grateful for the sponsorship that is promising to bring a smile to the club and community. We’re one of many grassroots clubs that has felt the squeeze in the past decade, and to have a vehicle to create a change to the sport up and down the country is a refreshing notion for the future.”
George Fitzroy, head of marketing at Camden Town Brewery, added: “Last year we unveiled Give ‘Em Hells, an initiative designed to provide vital support to rugby clubs across the UK. The aim, to foster stronger community connections through the shared love of rugby and beer. Today, we’re so proud to announce ourselves as the official sponsors of Rugby Football Club, a grassroots club that is unmatched in its history. We wanted to launch a sponsorship that felt authentic and honest to our brand commitment to grassroots rugby through Give ‘Em Hells, and we think this is the perfect fit.”
Grassroots clubs can register for support, equipment and discounted TNT Sports subscriptions via Camden’s website.
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