BT Sport’s live rugby coverage goes for Gold in tie-up with cider firm Thatchers

April 23, 2021

Cidermaker Thatchers has become the broadcast sponsor of live Gallagher Premiership Rugby matches on TV for the remainder of the current season in a deal with BT Sport.

The campaign made its debut a week ago during the Northampton Saints vs London Irish match. 

Thatchers Gold, the firm’s top selling brand, will now feature in all live televised Premiership matches this season with 15-second opening segments, 10-second closers and eight, five-second ads during each game.

In total, Thatchers Gold will feature during 25 matches shown live on BT Sport 1, 2 & 3 until June 26.

The sponsorship will also feature during BT Sports’ popular highlights talk shows Rugby Tonight and Rugby Tonight on Tour.

More than 1.5m adults watch the Premiership on TV, on average watching it 24 times in a season.

Thatchers, which has been crafting cider on the family’s Myrtle Farm at Sandford, near Weston-super-Mare, since 1904, is a major backer of sport in the West of England.

It has sponsorship, branding and supply agreements with most of the region’s professional teams and at most of its venues, including Bristol Bears and Bath rugby clubs.

Its sport sponsorship has helped it expand from its West Country heartland into a national brand. Two years ago it was the official cider for the ICC Cricket World Cup with exclusive pouring rights for its Gold and Haze brands in all 11 venues during the six-week long tournament.

Thatchers managing director and fourth-generation cidermaker Martin Thatcher said: “We’re delighted to have the opportunity to align with BT Sport’s Gallagher Premiership Rugby tournament this season. This is a premium sport association, ensuring Thatchers Gold is front of mind for all the tournament’s passionate supporters.”

BT Sport director of advertising partnerships Jeremy Rosenberg added: “We are delighted that Thatchers is sponsoring Gallagher Premiership Rugby for the remainder of the season on BT Sport. This is a great fit and provides a refreshing link with the creative execution.”

The deal was brokered by Sky Media and advertising agency Bray Leino, which has an office in Bristol.


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