Premiership Rugby has signed a new partnership with Buffalo Trace Kentucky Straight Bourbon Whiskey, the flagship bourbon from the World’s Most Award-winning and longest continuously operating distillery in the United States of America.
The multi-year deal solidifies BuffaloTrace as the Official Spirits Partner for the 2024/25 Gallagher Premiership Rugby season, making the highly awarded bourbon the first whiskey brand to do so, and invites fans to embrace the thrill of the sport with a bourbon in hand.
As part of the agreement, BuffaloTrace will create engaging fan activations and share exclusive player content throughout the tournament in addition to social media and broadcast promotions. The iconic bourbon will also be available at all clubs in the league across the nation in both hospitality and food and drink concessions as the sole in-stadium bourbon available best served neat, on ice or as a BuffaloTrace & Ginger cocktail.
Rob Calder, Chief Growth Officer at Premiership Rugby, said: “We are thrilled to partner with such an exciting brand as BuffaloTrace.
“Their countless awards and rapid global growth speak volumes for the quality of their product. And their energy and passion for pushing the boundaries matches our ambition at Premiership Rugby. We look forward to sharing a long-term relationship with such a dynamic brand and we can’t wait to deliver some fantastic, creative activations together across the season and at the Gallagher Premiership Rugby Final on June 14, 2025.”
Laura Edwards, Managing Director of Buffalo Trace UK, added: “Our landmark partnership with Premiership Rugby provides our business with an incredible platform to continue the exponential growth of the BuffaloTrace brand in the UK market.
“The devoted energy of rugby fans and the toughness of its players echos the legacy that BuffaloTrace; which is uncompromising, perseverance and independence. We are excited to introduce fans of the sport to real and authentic American bourbon, the perfect drink to watch rugby with during the 2024.25 season and beyond.”
