Bath Ales has become the latest business to become an official partner of Bath Rugby in time for the start of the new season.
The two-year agreement, which starts immediately, is the biggest partnership deal struck by the brewer, and involves what it called a “significant investment”.
Bath Ales’ branding, featuring its award-winning beer Gem, will be included on the team’s shorts while the West Stand at the Rec will be Bath Ales branded. Other advertising in the ground and product sampling will take place through the season.
Bath Ales managing director Robin Couling said: “We’ve always had an interest in Bath Rugby and they’re a great fit with us. As our local team, we’ve been supporting them from the stands for many years – and it’s very exciting to be involved in an official capacity now. 
“The Rugby World Cup is being held in the UK next year and there will be increased focus on the sport so it’s a great time to get involved and support a local team that is among the elite national and international club sides.
“We’ve got some exciting activation plans in the pipeline so watch this space.”
Bath Rugby business development director Matt Powell added: “Bath Ales is a successful and growing local business and we’re delighted to welcome them as a partner.
“We share similar values and ethos and look forward to enjoying a long and fruitful relationship with Bath Ales.
“Our partnerships are hugely important to us and we want to work with businesses we can create long, lasting connections with.”
Pictured: Bath Rugby's Dave Attwood with a giant bottle of Bath Ales' Gem
Bath’s first home game of the season will take place Saturday September 13 against Aviva Premiership newcomers London Welsh.
Robin added: “We’re putting our full support and commitment behind Bath Rugby and we anticipate a very successful season ahead for this talented side.”
In July appliance giant Dyson signed up as Bath Rugby’s new title partner for the next two seasons, replacing city-based wealth management firm Novia as the club’s main sponsor. Novia, which had been involved with the club since 2011, remains an official club partner.
Bath-Based specialist engineering group BMT has also recently became an official business partner for the coming season.
Bath Ales, which is based just outside the city at Warmley, was launched in 1995 and is best known for its flagship Gem bitter. It also brews a range of draught and bottled beers, producing just over 20,000 barrels a year.
It is expanding its restaurant and pub business and now operates 12 sites across the South West including The Hop Pole and The Salamander in Bath as well as its latest Graze restaurant next to Bath Spa railway station.
