Nyetimber becomes England Rugby’s first sparkling wine sponsor
English sparkling wine producer Nyetimber has become the official partner of England Rugby, and will be served at the Allianz Stadium for the first time on 1 November. Its CEO tells db, the deal marks an “opportunity to reach more people” and boost sales.
The partnership marks the first time that the sporting organisation will be sponsored by an English sparkling wine, with Nyetimber
The deal will see the producer support the England Men’s and Women’s Senior Teams, and be served at all hosting fixtures at Allianz Stadium, as well as major tournaments like the Guinness Six Nations and Quilter Nations Series.
Speaking to the drinks business, Eric Heerema, Nyetimber owner and CEO, said: “Rugby is a game that incites a lot of emotions, and by partnering with a national team, we hope to develop an even deeper emotional connection with fans as they celebrate achievements in the sport with a glass of Nyetimber.
“Furthermore, rugby has a broad audience of supporters across both the men’s and women’s games, and so this partnership is an opportunity to reach even more people with our brand and our wines.”
He hoped the deal would reach new audiences, not just at Allianz Stadium, but also across the country. As part of the sponsorship, Nyetimber will work with local clubs, and will also encourage watchers at home to celebrate with a bottle of their wine. “The more that people try Nyetimber in these sorts of scenarios, the more sales we tend to see,” he added.
The sparkling wine brand has a long history of partnering with a variety of British institutions, brands and events, such as Henley Royal Regatta, British Cycling, Queen’s Tennis each year, along with sponsoring Team GB at the Paris Olympics in 2024.
“We have long played an iconic part in the British summer, but the England Rugby partnership offers a unique opportunity to extend this to the autumn and winter seasons; broadening out our presence in the UK’s sporting calendar,” Heerema continued.
He also expected the partnership to boost brand awareness internationally, due to England Rugby’s large global viewership particularly during key tournaments like the Quilter Nations Series and the Guinness Six Nations.
Full range available
As part of the partnership, Nyetimber will be presented to the player of the match at every England Rugby Senior Men’s and Women’s home game, and the brand will also work to support local clubs across the country.
Heerema said the Sussex-based winery was moving towards partnerships that offered greater parity between men and women: “It is wonderful for us to be announcing the partnership whilst the Red Roses are competing for the world title, and we are cheering them on,” he told db.
Partner Content
Furthermore, the full Nyetimber range will now be available by the bottle and by the glass at Allianz Stadium. The Nyetimber Routemaster Bus will be parked up in the Nyetimber Garden in the British Airways West Fan Village during major matches, and Nyetimber will also be served in hospitality.
The range includes seven styles: Nyetimber Classic Cuvee Multi-Vintage, Nyetimber Rosé Multi-Vintage, Nyetimber Cuvee Chérie, Nyetimber Blanc de Blancs, Nyetimber Tillington Single Vineyard and 1086 by Nyetimber & 1086 by Nyetimber Rosé.
Claudio Borges, RFU executive director of commercial and marketing, said it was “fantastic” to welcome Nyetimber as the Official Sparkling Wine Partner.
Raising a glass
He continued: “Both of our organisations demonstrate English excellence on-and-off the pitch, and just as England Rugby has built its reputation through decades of dedication to excellence.
“Nyetimber has established itself as England’s finest sparkling wine through uncompromising attention to detail and commitment to quality. There is so much cause for celebration in our sport, and we are thrilled that the England Rugby community can now raise a glass to achievements great and small with Nyetimber’s outstanding sparkling wines.”
Nyetimber will be served at Allianz Stadium for the first time on 1 November, during the first Quilter Nations Series fixture between England and Australia. Other upcoming fixtures include England vs. Fiji (8 November), England vs. New Zealand (15 November), and England vs. Argentina (23 November).
Sporting deals
Heerema added: “It is a fitting time for us to share this news, as we proudly support the Red Roses in their pursuit of a world title. Both of our organisations champion women at the top, with the RFU’s appointment of their first female president, Deborah Griffin, and our head winemaker, Cherie Spriggs having been at the helm of our winemaking for the past two decades.”
Founded over three decades ago, Nyetimber exclusively uses estate-grown Chardonnay, Pinot Noir and Pinot Meunier across its 11 vineyards in West Sussex, Hampshire and Kent. The brand has also recently expanded its portfolio with the acquisition of English whisky producer The Lakes Distillery.
In May, the sparkling wine producer was revealed as British Cycling’s official sparkling wine partner, with the union bringing Nyetimber to the forefront of some of the UK’s leading road cycling events.
The deal saw Nyetimber present magnums to podium finishers at the Lloyds Tour of Britain Women in June, and it is sit to also present its bottles in the men’s event this week (2–7 September).
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