Crabbie’s announced as official sponsor of Hibernian FC
Crabbie’s, The Ginger Expert, has announced a three-year title sponsorship of Hibernian Football Club, kicking off in the 2011-12 season. Crabbie’s was established in Leith, in the 19th century and is well known for brands such as Crabbie’s Alcoholic Ginger Beer, Crabbie’s Ginger Wine and John Crabbie’s Cloudy Ginger Beer as well as the Crabbie’s Nuts range.
John Crabbie & Co. was established in 1801 in Leith, the famous port town of Edinburgh, and went on to become most famous for its Crabbie’s Ginger Wine. In 2006, John Crabbie & Co. changed ownership and subsequent investment has built on the famous quality for which John Crabbie had become known for. This allowed the introduction of new products, all utilising the Crabbie’s expertise in the use of ginger.
One of the new products, that has seen overwhelming recent success, is Crabbie’s Alcoholic Ginger Beer which has become the number one selling ale product in the UK (Dec 2010). This success has led to an expansion of the range which now includes soft drinks, including the signature John Crabbie’s Cloudy Ginger Beer, Diet Ginger Beer and a John Crabbie’s Mixer range. The sponsorship agreement with Hibernian runs from July this year through to June 2014 and, as main club sponsor, Crabbie’s will feature on the Hibernian first team shirts from the start of next season. The brand will also benefit from branding on youth and Ladies teams, marketing, visibility and hospitality rights with the SPL side, , giving the brand great exposure across Scotland and further afield.
Scott Lindsay, Chief Executive, Hibernian FC said of the deal today: “This is a fantastic, wide-ranging agreement for the Club in what remains a very challenging time for Scottish football and business.
“We are delighted to announce this partnership with a brand that has so much shared heritage and history. As well as both being from Leith, the Club and the Crabbie’s brands share a culture of innovation, both have ambitious plans for the future, and we are convinced that this relationship will be beneficial for everyone associated with Hibernian and Crabbies. We look forward to a successful partnership in the coming years.”
“I would also like to record the Club’s thanks to McEwan Fraser, who leave as shirt sponsor at the end of this season, for all their support over the past couple of years. They will remain as part of the Hibernian Family moving forward, having agreed to stay on as a partner of the Club.”
John Halewood of Crabbie’s, said: “We are thrilled to be appointed as official sponsor of Hibernian FC. We hope to become true supporters, not just a name on the shirt.
“As John Crabbie formulated his original ginger wine in Leith in Edinburgh, we are very excited to reignite the connection with its birthplace. As brand owners we feel it is important to recognise the rich heritage of this unique brand and we hope that, alongside Hibernian, the Crabbie’s brand can grow and be successful over the coming seasons.”