Distells Savanna Dry cider brand will sponsor Saracens for the 2017/18 season

Distell's Savanna Dry cider brand will sponsor Saracens for the 2017/18 season

South Africa's Distell is to sponsor Europe's top rugby team through a partnership with Savanna Dry cider.

The company said today that Savanna Dry will be a principal partner for English team Saracens, which won the European Rugby Champions Cup in May. The deal, for the 2017/18 season, includes sponsorship on the Saracens' jersey alongside Allianz, CME Group and Betsafe.

Financial details of the deal have not been released.

Distell's UK commercial director, Joseph Walsh, believes the partnership will help Savanna grow across the UK market. "We believe Saracens and Savanna are a perfect fit, with close connections to both South Africa and the UK with roots firmly established in both countries," he said. "This partnership will give Savanna a real opportunity to showcase our brand to a wider UK consumer audience thanks to Saracens strong fan base and wider sporting appeal."

The European Rugby Champions Cup is sponsored by Heineken's namesake lager. Heineken also owns Strongbow, a rival to Savanna Dry in the UK market. 

Earlier this year, Heineken announced it will sponsor the Rugby World Cup 2019 in Japan.

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