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SBD Global/July 3, 2014/Marketing and Sponsorship

Scottish Championship Side Hibernian FC Renews Deal With Drink Firm Crabbie's

Scottish Championship side Hibernian FC signed a new three-year deal with drink firm Crabbie's, which will see the firm "sponsor Easter Road’s Famous Five Stand," according to David Hardie of the EDINBURGH NEWS. The company "saw three years as the Capital club’s main sponsor come to an end as it was revealed the name of global bookmakers Marathonbet will adorn the front of the players’ shirts for the next two seasons." But Crabbie’s "are to continue their support for Hibs in a deal which will also see their logo continue to appear on the back of the jerseys, the introduction of 'The Crabbie’s Museum' highlighting the historical links with the firm, Hibs and Leith, and continued brand ownership of the popular supporters’ bar, Behind the Goals, within the Famous Five Stand." As the club’s heritage partner, Crabbie’s "will also have exclusive brand rights to all stadium advertising sites within the Famous Five Stand and 'an activation programme' that will include a number of supporter initiatives" (EDINBURGH NEWS, 6/30).
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