Prem Rugby has announced the renewal and expansion of its partnership with London Pride, the flagship ale of Fuller’s Brewery. 

As part of the new multi-year deal, Prem Rugby has said that fans can expect an expanded presence of London Pride across fixtures nationwide, including an immersive experience. 

The collaboration will centre around Prem Rugby’s Moment of Pride content series, which is co-created with London Pride. It’s said to celebrate the triumphs, rivalries, pride and community spirit of rugby. 

Supporters will also have a chance to win prizes by sharing their own Moments of Pride, highlighting their personal stories behind the game. 

On the expanded partnership, Kelly Cooke, commercial director at Prem Rugby, said: “London Pride has been a fantastic partner for Prem Rugby, and we’re thrilled to be extending that relationship for several more years. Their long-standing ties to rugby and commitment to celebrating community make them the perfect fit for our league.” 

“As we enter a new chapter with our refreshed brand, this partnership will allow us to deliver even more for our supporters throughout the campaign. Together with London Pride, we’ll continue to put fans at the heart of the action and celebrate everything that makes the Gallagher Prem unique.” 

Rob Hobart, marketing director at Asahi UK, which manages Fuller’s, said: “We are incredibly proud to renew London Pride’s long-standing partnership with Prem Rugby and continue to build on our shared values of community, tradition, and passion. London Pride has always been part of the match day ritual for rugby fans, whether it’s pre-match anticipation, post-match celebration, or simply sharing a moment with friends.”