The Scottish rugby team is looking for a new shirt sponsor after The Famous Grouse announced it was ending its deal following the World Cup this autumn. The whisky brand has instead signed up as the team’s “official spirit” partner for the next two years.
The Famous Grouse has been associated with Scottish Rugby for 16 years and the brand says it remains a “proud and loyal” supporter of the team.
Bill Farrar, group sales and marketing director of The Edrington Group, which owns The Famous Grouse, adds: “The Scotch whisky industry has evolved over the last 16 years and there are now a number of international opportunities for growth that require investment. We feel, therefore, that it’s an appropriate time to stand aside from the high-profile association with the shirt and allow Scottish Rugby to explore other potential opportunities in this area.”
Scottish Rugby is already thought to have begun talks with a number of brands about becoming the team’s new shirt sponsor.