Rugby Sponsorship Negotiation and Activation

Sportcel positioned Ardbeg into Rugby as the man of the match sponsor for the Anglo Welsh Cup, both negotiating the rights package, as well as designing an activation programme that included digital activation, VIP and trade events, and product sampling.

Digital video content was produced for each match round, celebrating the Man of the Match and his Ardbeg qualities. Working within the Ardbeg rights, each video was maximised for earned and paid reach, ensuring wide distribution and brand awareness into this new market.