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
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
Emma Wass has joined from Masters International, Huw Thomas from Craigie
Taylor International and Jacqueline Milton from Waterfront Sports
Wass acted as yachtsman Tony Bullimore’s UK representative at Masters
International when he was rescued off the coast of Australia earlier
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.