UK: Tetley’s Bitter – European Champions

Northampton Saints' victory in Saturday's European Cup Final was a deserved victory for a side that had at one stage threatened to scoop all three domestic trophies.The victory also saw further success for club sponsors, Tetley's Bitter, whose on-shirt presence and involvement at all levels of the game, reinforced the brands position as the only beer in rugby.Tetley's sponsorship of the Northampton shirt paid dividends at the Twickenham Final, with some 20,000 fans sporting the shirt in the stands. In national press match reports, equivalent media rates for logos on the players shirts was valued at some £100,000.On television, some 3m viewers are estimated to have seen the logo on shirt for a total of 103 seconds on BBC's Grandstand.Tetley's position as Official Beer of Twickenham allowed presence at the ground and some 5,000 pints of Tetley's Bitter were drunk.The victory rounded off a fantastic season, not just for the Saints, who had seen challenges in the league and Tetley's Bitter Cup falter of late, but also for Tetley's, who are official beer supplier to league champions Leicester Tigers, Premiership newcomers Rotherham and Welsh Cup winners, Llanelli. This is all in addition to agreements with numerous other clubs and the England Rugby Union Team, winners of the inaugural Six Nations Championship.In addition to this, the latest research figures show that one in three people questioned recognised Tetley's Bitter as a major sponsor of Rugby Union.