Blended Scotch whisky brand Whyte and Mackay is venturing south of the border in a three-year sponsorship deal with Leeds United.
The brand, which is distributed by Maxxium UK, is replacing Strongbow as the Premiership club's shirt sponsor in a deal guaranteed to be worth at least £3m. That figure could rise to £6.5m if the club successfully turns around its fortunes on the pitch.
Maxxium UK marketing director Huw Pennell said the deal would not only put Whyte and Mackay in front of Leeds' estimated 3 million fans but also the 18 million-strong audience which follows the Premiership around the world on television.
The brand boasts a market-leading position in Scotland's whisky market.
However, it has traditionally struggled to make an impact against rival Bell's in England and Wales.
Pennell said: "This deal with Leeds United is the biggest in the brand's history.
"Whyte and Mackay has concentrated its efforts on developing the Scottish market where it has successfully grown market share. Now we are confident the time is right to upweight our focus in England and Wales, and the Leeds sponsorship will play a pivotal role in this."
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The brand, which is distributed by Maxxium UK, is replacing Strongbow as the Premiership club's shirt sponsor in a deal guaranteed to be worth at least £3m. That figure could rise to £6.5m if the club successfully turns around its fortunes on the pitch.
Maxxium UK marketing director Huw Pennell said the deal would not only put Whyte and Mackay in front of Leeds' estimated 3 million fans but also the 18 million-strong audience which follows the Premiership around the world on television.
The brand boasts a market-leading position in Scotland's whisky market.
However, it has traditionally struggled to make an impact against rival Bell's in England and Wales.
Pennell said: "This deal with Leeds United is the biggest in the brand's history.
"Whyte and Mackay has concentrated its efforts on developing the Scottish market where it has successfully grown market share. Now we are confident the time is right to upweight our focus in England and Wales, and the Leeds sponsorship will play a pivotal role in this."
{{MARKETING }}
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