Paddy Irish Whiskey has signed a high profile partnership with London Irish Rugby Club for the 2018/19 season, which sees the popular Irish whiskey brand become the official whiskey of London Irish, with pouring rights in the Greene King IPA Championship side's Madejski Stadium in Reading, as well as the bar at the club's Hazelwood Centre in Sunbury.
Irish distributor Hi-Spirits will also carry the sponsorship across into in-store activity with supermarkets, as well as on-trade promotions, linked to St Patrick's Day.
Other selected Hi-Spirits brands will also be available on London Irish match days, including Southern Comfort and Buffalo Trace Bourbon. Match day hospitality packages will be available for Hi-Spirits customers throughout the season to attend the games and see the brand and team in action.
The London Irish Man of the Match award will now be sponsored by Paddy, with the lucky recipient being awarded a bottle of Paddy in the Club Room after the match.
James Pattison, UK brand manager for Paddy with Hi-Spirits, said: "We're very excited to be teaming up with the iconic London Irish Rugby Football Club. It's a club with a great deal of history that means a great deal to the fans, and we're proud to be working alongside them. We look forward to introducing ourselves to the fans, cheering on the boys in green at every game, and toasting to a successful season together on and off the pitch."
London Irish chief executive, Brian Facer, said: "The potential to be innovative with Paddy at different points during the season are endless, and we are really looking forward to working with Paddy Irish Whiskey and the team at Hi-Spirits this season."
The Paddy brand has been owned by Sazerac since 2016, when Pernod Ricard sold the brand in order to simplify their existing portfolio.