Caledonia Best, the Official Beer of Scottish Rugby, delivered fan activity that elevated the brand and resonated with the core target audience of 35-55 year old, ale drinking males. I managed the rights activation and day-to-day rights owner relationship, delivering stadium branding, PR, and match-day activation in the initial six-month launch period for the sponsorship.

Where tickets and hospitality rights were best utilised to support trade customer relationships, my focus on consumer activation was putting the brand at the heart of the match-day experience, delivering a quality pint and brand visibility and offering truly unique fan experiences. At internationals, a key initiative I developed was the Caledonia ‘Best Seat In The House’ initiative which gave fans the chance to walk out of the BT Murrayfield tunnel before taking their seats trackside in the exclusive Caledonia Best dugout, yards from the Scotland bench, to enjoy the match alongside a Scotland legend, while enjoying hospitality throughout. Promoted through Caledonia Best social channels and elevated via a media partnership with the Daily Record and Scottish Rugby database eflyers and online channels, the Best Seat In The House proved to be a popular and highly coveted prize amongst rugby fans.