The SPFL has signed a new partnership deal with Glen’s Vodka, running until the 2022/23 season.
The deal will see the brand, along with others from owners The Loch Lomond Group, work with the league and member clubs across competitions, including presenting each division’s Manager of the Month and Manager of the Season awards.
It will also see some clubs get their own special edition drinks and other unique products, as well as support for charity endeavours.
The new partnership has been welcomed at a time where clubs have faced significant financial challenges due to the pandemic.
SPFL Chief Executive Neil Doncaster said: “It is fantastic to be able to welcome Glen’s Vodka and Loch Lomond Group as an Official SPFL Partner. This is the start of an exciting partnership with a well-respected Scottish brand that will see new commercial opportunities, including special edition products, for a number of SPFL clubs.
“Loch Lomond Group’s significant support comes at an important time for our clubs and we are grateful to them for making this commitment with us. The SPFL is very much looking forward to working with Glen’s Vodka and Loch Lomond Group for the next three seasons and, hopefully, beyond.”
Colin Matthews, CEO of Loch Lomond Group, said: “Football is the number one sport in Scotland and, with the fantastic success of the National Team in qualifying for the 2021 European Championships, this is a great time to support Scottish football and its clubs. The teams in the SPFL are part Scotland’s cultural fabric and Glen’s vodka is an award winning and iconic Scottish brand, so it was a natural fit to give our backing to Scotland’s best loved national sport.
“The last months have been extremely challenging for many clubs, and our new official partnership with the SPFL will help ensure that the SPFL, and Scottish football more generally, gets some of the financial support it needs at this time. Irrespective of their club affiliation, our consumers, who are supporters of all the clubs across Scotland, have been incredibly loyal and supportive to our brands and business over many years and especially though this horrible pandemic. Now it’s our turn to support, as best we can and in our own modest way, their clubs and their favourite sport.”
As well as Glen’s, Loch Lomond’s wider portfolio includes its premium Scotch malt whisky brands, Loch Lomond and Glen Scotia, and its Ben Lomond premium Scottish Gin.
Fan engagement will be a priority throughout each season and Loch Lomond Group have given supporters a taste of things to come with plans to introduce several Scottish football special edition whiskies to fans and club shops across the country.
Loch Lomond will work closely with both the SPFL and the individual clubs so as to ensure that some of the profit from these products will be donated to several worthy charities and charitable foundations across Scotland.
Matthews added: “Since 2018, Loch Lomond Whiskies has enjoyed great success as a sponsor of The Open, the world’s greatest golf tournament, and we are confident that our sponsorship of the SPFL will be equally successful.
“Through our sponsorship of Scottish Football, we’re not just investing in the players and the clubs but in the fans too, our consumers, whether they enjoy the beautiful game from the sofa or, when it’s safe to do, from the stands.
“As well as introducing unique products and launching some exciting fan competitions and giveaways each season, we’ll be looking at new, fun and interesting ways to engage with supporters of all teams and bring them closer to the game we all love. Watch this space.”
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