22 September 2018
London Irish have agreed an exciting new partnership with Paddy Irish Whiskey, a Hi-Spirits brand, for the 2018/19 season.
Paddy will be the Official Whiskey of London Irish and have pouring rights in the Madejski Stadium and at the Hazelwood Centre bar, with other selected Hi-Spirits brands available on London Irish match days, including Southern Comfort and Buffalo Trace.
Paddy owes its name to the legendary distillery salesman, Paddy Flaherty. Famed throughout his native county Cork for buying rounds of his favourite tipple, he became so synonymous with the whiskey he sold, that in 1913 the distillery owners paid him the ultimate tribute by renaming the whiskey ‘Paddy’ in his honour.
Paddy will enjoy extensive branding opportunities in the stadium with all bars in hospitality showcasing the Paddy brand. Hospitality customers and members will be able to enjoy Paddy whiskey in their Irish Coffees in the Exiles, Guinness and Platinum lounges and in the Club Room post-match.
Samples of the Irish whiskey will also be on all tables in hospitality and at the bar in the Club Room after every match.
Paddy will be heavily involved in the St Patrick’s Party fixture, giving fans the opportunity to taste Paddy and to get to know the Paddy brand in the Supporters’ Village.
The London Irish Man of the Match award will now be sponsored by Paddy, with the lucky recipient being awarded a bottle of Paddy in the Club Room after the match. The weekly Craic e-zine will now also be brought to you by Paddy.
Hi-Spirits will have London Irish branding on all Paddy bottles in selected retail stores across the UK on selected weeks during the year, so keep an eye out for competitions and giveaways in the build up to St Patrick’s Day this season.
Look out for further competitions and giveaways on the London Irish social media channels across the season.
“We’re very excited to be teaming up with the iconic London Irish Rugby Club,” said UK Paddy brand manager James Pattison.
“It’s a club with a great deal of history that means a great deal to their fans, and we’re proud to be working alongside them. We look forward to introducing ourselves to the fans, cheering on the boys in green at every game, and toasting to a successful season together on and off the pitch.”
London Irish chief executive, Brian Facer said: “Paddy is all about the Craic and our brands align perfectly.
“The potential to be innovative with Paddy at different points during the season are endless and we are really looking forward to working with Paddy Irish Whiskey this season and with the team at Hi-Spirits.”
Parented by Sazerac Company, the #1 spirits manufacturer in North America, Hi-Spirits is one of the UK’s leading spirit distributors with a diverse portfolio of award-winning brands.
Get more articles like this and other exclusive content sent straight to your inbox by signing up to our newsletter .