William Grant in World Cup deal

William Grant & Sons has been awarded exclusive spirits and Champagne pouring rights at the upcoming Rugby World Cup, which is being hosted by England in September.

The Rugby World Cup takes place from 18 September to 31 October (Photo: William Grant & Sons)

The sponsorship will mean William Grant & Sons’ UK portfolio of brands including Grant’s, Piper-Heidsieck, Glenfiddich, Hendrick’s, Sailor Jerry and Zubrowka will have exclusive pouring rights at all Rugby World Cup 2015 stadiums. The company will also have access to tickets to every match.

Gary Keogh, marketing director, William Grant & Sons UK said he and the company were looking forward to the competition, being held between 18 September and 31 October.

“This Tournament is one of the world’s greatest sporting events and we’re looking forward to engaging millions of rugby fans with our portfolio of brands in and around match venues, at a bar or at home,” he said.

The Tournament brings together 20 nations, participating in 48 matches across 13 stadiums in seven weeks.

William Grant & Sons has also revealed that its brands will be undertaking a range of activities to engage fans, and will be offering the opportunity for its customers to attend matches.

“This partnership allows William Grant & Sons the opportunity to reach a discerning audience who appreciate premium spirits and value memorable experiences,” the company said in a statement.

World Rugby chief executive Brett Gosper commented on the sponsorship deal, saying, “We are delighted to welcome another brand sector leader to the international family of Rugby World Cup 2015 commercial partners. The appointment of a company with strong values and globally-renowned brands as official spirits and Champagne provider further underscores the prestige of our showcase event.

“With 78 days to go, we are confident that England 2015 will be a wonderful and truly global celebration of rugby and friendship and we look forward to welcoming the world to Rugby World Cup 2015.”