{"id":349431,"date":"2025-12-15T11:32:09","date_gmt":"2025-12-15T11:32:09","guid":{"rendered":"https:\/\/www.newsbeep.com\/au\/349431\/"},"modified":"2025-12-15T11:32:09","modified_gmt":"2025-12-15T11:32:09","slug":"fullers-london-pride-extends-prem-rugby-deal","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/au\/349431\/","title":{"rendered":"Fuller\u2019s London Pride extends Prem Rugby deal"},"content":{"rendered":"

\"\"\/<\/p>\n

London Pride will continue to support the sport from grassroots to elite level. (Prem Rugby)<\/p>\n

Fuller\u2019s London Pride, the prominent UK ale brand owned by drinks giant Asahi Europe, has extended its agreement with Prem Rugby to retain its designation as the official beer partner of English rugby union\u2019s top-tier league.<\/p>\n

The multi-year renewal builds on the agreement first signed in 2021 and will see London Pride continue to support the sport from grassroots to elite level, while gaining an expanded presence across Prem Rugby fixtures, including immersive experiences added at matchdays.<\/p>\n

\"\"\/ Discover B2B Marketing That Performs <\/p>\n

\n\t\t\t\t\t\tCombine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.\n\t\t\t\t\t<\/p>\n


\n\t\t\t\t\t\t\tFind out more <\/a><\/p>\n

The pair will also launch the \u2018Moments of Pride\u2019 content series that will showcase the league, with exclusive prizes on offer for supporters who share their experiences.<\/p>\n

The renewal adds to Prem Rugby\u2019s portfolio of commercial partners, including insurance brand Gallagher, which serves as the league\u2019s title sponsor until the end of the 2027-28 season,\u00a0financial services firm Funding Circle, and advertising company Ocean Outdoor, among others.<\/p>\n

The league\u2019s domestic broadcaster is pay-TV heavyweight TNT Sports through the 2030-31 campaign.<\/p>\n

The renewal comes six months after the league rebranded from Premiership Rugby to Prem Rugby in a move designed to attract new demographics and commercial partners to the sport.<\/p>\n

At the time, Premiership Rugby chief growth officer Rob Calder\u00a0told Sportcal (GlobalData Sport) the shift would allow the\u00a0league to target new commercial markets that it\u00a0had touched upon far less in previous years.<\/p>\n

He said: \u201cThere are more stories to tell. For us\u00a0in Prem Rugby, it’s about energy, dynamism, and power, so, you can read into that what kind of categories we would want to see more of, but\u00a0that’s where we\u2019re leaning into, because we want our partners, where possible, to be part of the marketing mix.\u201d<\/p>\n

Last month, the league entered a social media and digital content strategy tie-up with UK sports and TV production firm Whisper, which is collaborating with TNT Sports to work ‘digital storytelling’ into the\u00a0broadcaster’s\u00a0coverage, as well as secure access to talent.<\/p>\n

\"Email<\/p>\n

\n Sign up for our daily news round-up!
\n Give your business an edge with our leading industry insights.\n <\/p>\n","protected":false},"excerpt":{"rendered":"London Pride will continue to support the sport from grassroots to elite level. (Prem Rugby) Fuller\u2019s London Pride,…\n","protected":false},"author":2,"featured_media":349432,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[567],"tags":[64,63,760,2633,85],"class_list":{"0":"post-349431","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-rugby","8":"tag-au","9":"tag-australia","10":"tag-rugby","11":"tag-rugby-union","12":"tag-sports"},"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/349431","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/comments?post=349431"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/349431\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media\/349432"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media?parent=349431"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/categories?post=349431"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/tags?post=349431"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}