Carlsberg-Tetley hires PR to Capitalize on deal

Brewing group Carlsberg-Tetley has hired PR and sponsorship agency

Capitalize to handle consumer PR for the Tetley beer brand’s sponsorship

of English rugby.

Carlsberg-Tetley has signed a deal with the Rugby Football Union,

including sponsorship of the National Knockout Cup which will be renamed

the Tetley’s Bitter Cup.

Capitalize has been appointed for the full four-year sponsorship

period.

As well as promoting Tetley’s sponsorship of four main competitions -

including the county championship - its role is to push Tetley as the

official beer of the England rugby team and of Twickenham.

It aims to build the Tetley brand in the south of England.

Capitalize has taken on three new members of staff to handle the

Carlsberg-Tetley business.

Emma Wass has joined from Masters International, Huw Thomas from Craigie

Taylor International and Jacqueline Milton from Waterfront Sports

Management.

Wass acted as yachtsman Tony Bullimore’s UK representative at Masters

International when he was rescued off the coast of Australia earlier

this year.

The lion’s share of the Carlberg-Tetley business is handled by Scope

Ketchum. It handles corporate and regional PR as well as consumer and

trade PR for the major brands.