Scottish Rugby and Baxters Food Group announced today that Baxters is to become the Official Training Partner of Scottish Rugby.
In an innovative two year partnership deal, Baxters will provide good tasting, healthy and nutritional food as part of the high performance players’ training and preparation for major events such as the RBS 6 Nations, the IRB Sevens World Series, the Bank of Scotland Corporate 2007 Tests and the Rugby World Cup.
Unlike other sponsorships involving the Scotland national squad, which prioritise brand recognition at international matches, Baxters’ focus is on the vital day-to-day training processes involved in preparing Scotland’s top players to enable them to perform at peak performance in international competition.
Andrew Field, Marketing Director of Baxters Food Group, commenting on today’s announcement said: “The focus of this partnership with Scottish Rugby is not about getting our name on a shirt or a pitch-side advertising board at an international game. Baxters is interested in playing a part in the overall training and preparation of Scotland’s top rugby players through good tasting nutritional foods.
“We have a reputation for, and a commitment to, producing fantastic foods that are not only very tasty, but inherently good for you. We want to work closely with Scottish Rugby and use our knowledge and expertise in producing hearty soups - one of Scotland’s original ‘health foods’ - to play an important part in a Scottish rugby players’ diet and performance.
“Baxters will be working with Scottish Rugby to provide our Healthy Helpings and Healthy Choice soup ranges, to ensure that Scotland’s national and representative players are getting the right nutrients as part of their balanced, healthy eating regime. This partnership also provides an excellent platform for us, from which to build on our reputation and knowledge and translate this into delivering wholesome foods that everyone can enjoy.”
Gordon McKie, Chief Executive of Scottish Rugby, said: “This is the second six figure sponsorship deal Scottish Rugby has announced this month. Baxters is a household name in Scotland and one Scottish Rugby is very pleased to work in partnership with.
“It’s a very exciting approach that Baxters have taken in this training partnership and one that can deliver real benefits to both the players and Baxters. Today’s professional players have to be fit and healthy to deliver on the international stage. Inevitably they are very health conscious and so I am confident this association with Baxters will work well.”
Ken McEwan, Scottish Rugby’s Strength and Fitness Co-ordinator added:
“The players eat well. They have to. Each player needs to eat five to six times a day to re-fuel and soup is the ideal snack. It’s convenient and nutritional and ticks all the boxes. The players have tasted the range of Baxters Soups we are serving up and enjoyed them.”
It’s not just the Scotland national team who will benefit from Scottish Rugby’s partnership with Baxters.
Baxters’ Andrew Field added: “We will be working with Scottish Rugby at many levels of the sport as players seek to make it to the very top. Everyone knows and enjoys soup. You don’t have to be an international player to want to eat healthily. It can be incorporated into a daily diet to help ensure you aim to be in good condition whatever your level.”
Baxters will be the official training partner of the Scotland national squad, the Scotland A squad, Scotland 7s, Scotland Under 20, Scotland Under 18, Scotland Under 17 and Scotland Women’s team.