Today, The Famous Grouse kicks off the next instalment of 'The Spirit of Rugby' campaign with co-created content by RugbyPass and News UK, stategized by Zenith.
As an official sponsor, the whiskey brand will be bringing exciting digital content celebrating the camaraderie and spirit of rugby to fans around the country.
Creating a buzz in the lead up to The British & Irish Lions tour, 'The Spirit of Rugby' five-part documentary series goes live today on the RugbyPass website. Host Jim Hamilton will interview Lions legends including Matt Dawson, John Bentley and Jeremy Guscott on the emotive stories of team spirit that exist on a British & Irish Lions tour.
On 7 June, The Times is releasing bespoke video content across their digital channels with former players Ugo Monye and Shane Williams discussing their Lions experiences and what the spirit of rugby means to them. They will also host an 'always on' article on their website, refreshing after each game along with a supported feature in The Times magazine.
From 26 June when the British & Irish Lions visit Murrayfield in their first warm-up match against Japan, content encapsulating the spirit of the tour will be delivered across all platforms.
RugbyPass will continue momentum by delivering weekly player and match round-up articles as well as talent-led reaction videos.
Finally, talkSPORT will host a live commentary of the Lions tour across talkSPORT and talkSPORT2, driving the message that The Famous Grouse is The Spirit of Rugby.
"The Famous Grouse has been a supporter of the great game of rugby for over three decades, so we recognise and appreciate the level of team spirit you see on the rugby field" said Head of Edrington Brands, Chris Anderson.
"We wanted to create a content campaign that truly captures this sense of camaraderie and to allow legends of the game to share their first-hand experience of the teams remarkable play in South Africa. We can't wait until rugby fans across the UK and Ireland get to see the content come to life and help us celebrate The Spirit of Rugby."