Magners extends rugby sponsorship

Magners Irish Cider has extended its sponsorship of the Magners League for a further two years.

The agreement with Celtic Rugby will see the cider brand as title sponsor of the competition between teams from Ireland, Northern Ireland, Scotland and Wales until May 2011.

The deal comes despite Magners announcing in February that it is to end its shirt sponsorship deal with rugby union Guinness Premiership side London Wasps following a strategic review.

The cider brand’s owner C&C Group recently announced it is looking to improve the effectiveness of its marketing after reporting earlier this month that it expects Magners’ UK sales to decline 23% for the ended February 26.

C&C changed its marketing structure for cider brands last month, bringing in former Scottish & Newcastle consumer marketing chief Paul Bartlett to head marketing for Magners in the UK and Stephen Kent to lead its Irish counterpart Bulmers.

Both roles had previously been handled by Maurice Breen who left in February.

C&C is set to launch Magners Pear in the UK to broaden its portfolio in the increasingly competitive UK cider market and will support the launch with a May marketing campaign created by Young Euro RSCG.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here