The Hampshire-based brewer and pub operator will be the official cask ale sponsor at the Madejski stadium and will lead the sponsorship with its flagship ale, Punter.
The company is keen to hear from publicans who are interested in working with Upham to offer customers promotions and loyalty-reward initiatives, such as trips to watch London Irish play or player Q&As in their pub.
In addition to in-stadium and shirt branding rights, hospitality, player access and ticketing, Upham will have exclusive pouring rights of ale at the Reading stadium for all London Irish home matches. To help establish the brand among supporters, Punter will be served in the club’s first ever dedicated real ale Punter Bar which will be housed in the East Stand and also within hospitality suites and fan lounges.
Punter will also be served at Hazelwood, the club’s new training and community leisure facility.
Atmosphere
David Butcher, director of Upham, said: “The match day atmosphere and experience at London Irish is up there with the best in the Premiership and we’re really looking forward to enriching it by introducing Punter to both home and visiting fans.”
“Both the club and the brewery are building an exciting future based on a shared passion and dedication to produce a quality product and experience. We are confident our partnership and the fantastic assets that come with it will ensure new Upham Brewery customers will become not just avid fans of our ales but also regular faces at London Irish.”
Jim O’Toole, Commercial Director at London Irish Rugby Club, added: “We welcome Upham Brewery and the Punter brand to the London Irish commercial family and look forward to being part of their very exciting development plans. We are working together on some innovative and mutually beneficial activation plans to help them meet their challenging business goals using the London Irish partnership.”