Local rugby clubs across the UK are reportedly struggling, with player numbers down and running costs soaring.
In an effort to help out, Camden Town Brewery has launched its ‘Give Em Hells’ campaign, in collaboration with rugby equipment manufacturer Gilbert, offering local clubs ‘fresh beer, new rugby balls and a discounted TNT Sports subscription’ to help bring more people into their clubhouses.
The brewery’s stated ambition is to support clubs for the long term, building ‘authentic ties’ with the fans, players and communities that form the bedrock of the sport.
The brewer noted that local rugby clubs across the UK have long been places for local communities to gather to celebrate the sport, attend community events and enjoy a post-match pint together.
But over the last six years in the UK, player numbers have dropped by 23% and the financial state of the sport’s grassroots has been ‘uncertain’ – problems which Camden Town Brewery hopes to mitigate by increasing footfall and dwell time in rugby clubs, in turn generating more income and creating more interest.
Head of marketing at Camden Town Brewery, Fred Nesbitt, said: “We’re excited to announce the launch of ‘Give ‘em Hells’, a platform we hope can help grassroots rugby clubs across the UK access fresh beer, balls and TNT Sports access, all in the name of bringing communities together to watch more rugby.
“We are really excited to be working with the iconic brand Gilbert on this campaign. Much like a good rugby team, we have a range of beers that suit all beer fans’ choices, and alongside a strong TNT Sports discount as well as new rugby balls, we hope clubs all over will be inspired to reach out and learn more so that we can give ‘em Hells ahead of the 6 Nations.”
Camden Town Brewery is best known for its lager Hells, but it also brews a pale ale and a stout.
Senior marketing and partnerships lead at Gilbert, Gary Edmunds, added: “We’re proud of our longstanding history in rugby, built on the foundations of supporting the game at all levels, for over 200 years.
“Grassroots and community led rugby is at the heart of our game – it’s where your rugby journey begins and includes some of your best rugby memories.
“We’re delighted to be partnering with Camden Town Brewery to support grassroots rugby clubs across the UK with new balls and equipment, fresh new beer and discounted TNT Sports subscriptions to encourage more players on to the pitch and more people into the clubhouse.”
For more details of the campaign, or to sign up your local rugby club, head to www.camdentownbrewery.com/pages/give-em-hells
