Low calorie, lower sugar, fruity energy drink brand Carabao has announced it will become the official energy drink partner of both Hearts and Hibernian football clubs – a tasty move that is bound to excite fans across Edinburgh.
As both teams prepare for the Scottish Cup Semi Final clash later this month, Carabao has unveiled a sponsorship deal that will see both clubs benefit equally, Hibernian FC will be backed by the Carabao Green Apple flavour and their cross-town rivals Heart of Midlothian FC will be sponsored by Carabao’s Mixed Berry variant. These much-loved flavours are two of Carabao’s most popular products within its range of delicious fruity energy drinks, and coincidentally represent the club colours for the two biggest football teams in the Scottish capital.
The deal has been agreed for the 2020/21 Scottish football season and will see brand presence via LED and/or trackside advertising at home matches for both sides as well as enticing incentives such as tickets, signed shirts, and signed balls to be given away to loyal Carabao consumers and football fans alike.
With both teams boasting some 11,000 season ticket holders and over 200,000 followers on social media, the exciting sponsorship will create a unique opportunity for Carabao to further drive sales in Scotland and engage with the local fans of each team.
Speaking on the announcement Norrie Donaldson, Head of Sales for Scotland at Carabao UK&I, said: “It’s an absolute honour to team up with these two giants of Scottish football and become their official energy drink partner.”
“We know it’s a difficult time for fans, having to watch their team from home, so we’re looking forward to working with both clubs and giving fans a lift over the coming months via competitions and giveaways, whichever team they support.”
Ann Park, Director of Community and Partnerships at Heart of Midlothian Football Club said: “We are thrilled to welcome Carabao onboard as our Official Energy Drink Partner for Season 20-21 at Tynecastle Park. This partnership highlights the Club’s continued ability to attract leading international brands to its partnership portfolio and we look forward to introducing Carabao to our supporters.
“We are sure that the Mixed Berry flavour will be a particular favourite with the Hearts faithful, given the product’s closeness in colour to the iconic Hearts maroon jersey, along with the great taste and low-calorie count.”
Greg McEwan, Head of Marketing & Brand Partnerships at Hibernian Football Club said: I’m delighted to announce Carabao as the club’s official energy drink partner. It’s important that we align with big brands who engage with our fan base and supporters can expect to see lots of exciting competitions and activities throughout the season.
“This announcement further highlights Hibernian FC’s appeal to global brands, and I’m thrilled that Carabao have chosen Hibernian to help them take the step into Scottish football, on the back of successful partnerships with Chelsea FC and The Carabao Cup in England. We hope that this is the start of a long-term partnership between the brands.”
The announcement emphasises Carabao’s commitment to football sponsorship, adding to its title sponsorship of the Carabao Cup, which has entered its fourth year, as well as being an official Global Partner of Chelsea FC. Carabao’s brightly coloured cans are regularly broadcasted to millions around the world via the use of the LED screens and LED perimeter boards and Scottish football will be no different.
In Scotland, Carabao Energy Drinks are available to buy from Filshill; United Wholesale (Scotland), Glencrest, Unitas, Sugro, Confex wholesalers.
For more information, please visit carabaoenergy.co.uk or @CarabaoUK on Facebook and Twitter.
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