WRU and Peter’s sign three-year supply deal
The Welsh Rugby Union has agreed a new three-year deal with Peter’s Pies which will see the Caerphilly-based baker continue as an official supplier of the Millennium Stadium.
Peter’s Foods, which employs more than 500 people at its bakery in Caerphilly and makes more than three million pastries every week, will remain as the preferred supplier of pastries at the home of Welsh sport until at least 2016.
As part of the deal, the pastry specialist will supply its award-winning products to hungry rugby fans for the next three years, as well as gaining a host of other business benefits.
Peter’s will retain its presence within the main stadium bowl in the form of pitch-side perimeter branding for every WRU game, as well as working with the WRU on some innovative and fun advertising. The now well-known “Peter’s Pie Mobile” will also attend all home games as part of the continued marketing campaign to enhance fans match-day experience.
The patriotic pastry maker is a passionate supporter of Welsh rugby and is set to develop an exciting new bespoke Welsh-themed pie filling, which will go on sale exclusively at the Millennium Stadium.
WRU Head of Sales and Marketing, Craig Maxwell, said: “Peter’s has been a dedicated supporter of the WRU for over a decade and to have their continued support for another three years is fantastic news. Peter’s is a fun and engaging brand and has a great resonance with Welsh rugby fans looking for a tasty treat at the Millennium Stadium on matchday.”
Speaking about the partnership with the WRU, John McAughtrie, Sales Director for Catering and Sport at Peter’s Foods said: “Sport is a huge part of our ethos here at Peter’s, and we are delighted to continue to act as an official supplier to Wales’ biggest sporting brand, the WRU. Pies and sport go hand-in-hand on a match day, so we are optimistic that this partnership will be beneficial to both parties and we are looking forward to being at the heart of Welsh rugby for the next three years.”
The sponsorship continues Peter’s long-standing support for Welsh Rugby. In 2010 Peter’s launched their search for Mini Me look-a-likes of the team, launched a limited edition Captains Steak & ‘Brains Ale’ Pie in support of the Welsh rugby captains climb of Kilimanjaro, and in 2012 made Wales centre Jamie Roberts out of pies & sausage rolls as part of their Tastiest Welsh Rugby Player survey.