Cornwall’s Sharp’s Brewery will be the exclusive beer sponsor of the country’s newest rugby league team.
The Rock-based business is sponsoring the new Cornwall Rugby League Football Club (RLFC), with its Doom Bar Extra Chilled, a cooler version of the UK’s number one cask beer.
This 12-month sponsorship agreement will see the Doom Bar Extra Chilled branding adorn Cornwall RLFC’s playing shorts during the 2022 season as they play matches across England and in Wales too.
Alcohol in the news Fast growth gin distillery Organic gin Carbon negative brew Craft ale festThe club recently received approval from the Rugby Football League (RFL) to compete in the Betfred League 1 next year with Cornwall RLFC the first professional rugby league team to represent Cornwall in the 126 years since the sport was established. As such, Cornwall RLFC has chosen the Memorial Ground, Penryn, as its home base – the oldest rugby club in Cornwall.
As part of its commitment to Cornish rugby at large, Sharp’s Doom Bar already sponsors Penryn Rugby Football Club. From the outset, Cornwall RLFC’s ethos is “Cornwall first” meaning the club are actively building a playing squad using players from within the duchy.
The club has pledged to work tirelessly to provide a pathway for Cornish players to have the opportunity to play professional rugby league, with a strong belief that Cornwall-based athletes will make their mark in the 13-player code and that the new club will be the main platform for their success.
James Nicholls, Sharp’s Brewery’s marketing controller, said: “We are proud that Doom Bar Extra Chilled will be the first official beer of Cornwall RLFC and to build on our strong legacy of supporting grassroots rugby here in our home county.
“As a successful business born of humble beginnings here on Cornwall’s north coast, we know it takes teamwork, talent, discipline and dedication to succeed – the same values that create the perfect pint in the brewhouse create the perfect try on the field.”
He added: “It’s these values we have seen in Cornwall RFLC during their journey thus far, and we have been proud to support the club’s developmental arm – the Cornish Rebels – over the last decade in their hard work and determination to put professional rugby league on the map in Cornwall. We’re very much looking forward to following Cornwall RLFC’s progress in their first competitive season.”
Rob Butland, Cornwall RLFC’s commercial director, said: “Cornwall RLFC are proud to have Sharp’s Doom Bar Extra Chilled on board with us as a club sponsor for our inaugural season in Betfred League 1.
“We are committed to working with Cornish businesses as much as possible and Sharp’s Brewery is undoubtedly one of Cornwall’s most iconic and recognisable brands both here in Cornwall and throughout the UK.”
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He added: “Sharp’s have been a huge support to the development of rugby league in Cornwall thus far, through their partnership with ground-breaking community club Cornish Rebels, and through that support they have demonstrated to one and all that they are truly committed to supporting Cornish rugby. Everyone at Cornwall RLFC wishes to express our thanks to James Nicholls and the brilliant team at Sharp’s for their support next year and we look forward to raising a pint of Doom Bar Extra chilled which will be perfect for the summer season.”
Sharp’s Brewery has grown rapidly since its foundation in 1994, increasing staff numbers in the past 10 years from 70 to 114. Sharp’s is the largest brewer of cask beer in the South West, and has a tally of more than 100 international brewing awards, which in 2021 included Sea Fury winning the highest accolade of ‘World’s Best Pale Bitter’ in the World Beer Awards as well as Country Winner in the pale ale category. Sharp’s Brewery is a supporter of grassroots rugby in Cornwall and sponsors a number of clubs.
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