AM Online

Peter Vardy Group becomes Scottish Rugby sponsor and launches leasing platform

Left to right: Scotland player, Ali Price; Scottish Rugby Chief Operating Officer, Dom McKay; Chairman of the Peter Vardy Group Sir Peter Vardy DL; Peter Vardy Group Chief Executive, Peter Vardy; Scottish Rugby CEO, Mark Dodson; and Scotland Head Coach, Gregor Townsend.

Peter Vardy Group has become the principal sponsor for the Scotland national team in a four-year deal commencing in the summer of 2021.

The AM100 car retail group’s branding will feature on the front of the national team’s shirts as part of the deal, which was described by chief executive, Peter Vardy, as a “real dream” for him and his family.

The move comes as the group launches its Peter Vardy Leasing business this week and follows a string of high-profile sports sponsorship deals across the car retail sector in recent months.

A statement issued by Scottish Rugby today (April 7) revealed that the new partnership would get underway this summer when the 2021/22 season team kit, designed by Macron, is officially launched.

Peter Vardy Group branding will feature on the back of the Scotland 7s shirts from the 2021/22 season and the broad ranging deal also encompasses becoming the Edinburgh Rugby car partner, with branding also included on the capital pro-team kit.

Peter Vardy Group chief executive, Peter VardyVardy said: “As a Scottish family business we are very proud to be the Principal Partner of Scottish Rugby.

“We have long been keen supporters of Scottish Rugby, both commercially and as fans and I believe we share similar values.

“We have built our business on passion, ambition, courage, and we see that lived out by these fantastic athletes every time they pull on the blue jersey.

“We are incredibly proud that our brand will be recognised with our national rugby team.”

As well as 15 dealerships, its own expanding brand used car supermarkets, CARZ, and a classic car dealership, Peter Vardy Heritage, the Peter Vardy Group also owns online finance broker CarMoney and car retail ecommerce provider SilverBullet.

This week, however, the group also launched its new car leasing business, Peter Vardy Leasing.

The any make, any model online platform is billed as the business’ “latest start up”, delivering a “Guest obsessed culture and focus on giving back as the rest of the group”.

Commenting on the value of the group’s new sports sponsorship to the exposure of an ever-growing portfolio, Vardy said: “Commercially, of course, it is a fantastic opportunity to promote our brands across the UK and globally; over eight million people watched the recent Scotland versus England game - that level of exposure is massive for us.

“Coming off the back of some exceptional performances from Scotland in the Guinness Six Nations, we are really excited about what the future holds for Scottish Rugby and now as Principal Partner we look forward to working together.”

Scottish Rugby’s chief executive, Mark Dodson, said: “We are delighted to welcome a respected and widely known Scottish business in Peter Vardy into the top level of our sponsor family.

“They have been great partners with us in the recent past and it is a testament to their vision and connection to rugby that they will now be seen on a global basis on the front of Scotland’s national team jersey.

“I’d like to thank Peter and his team for their support to Scottish Rugby so far and look forward to working with them in the coming years as we bring this new partnership to life.”

The latest AM industry special issue

The presence of a powerful and active regulator in the marketplace, the Financial Conduct Authority, means there has never been the attention given to the critical driver of new and used car markets, point of sale finance and insurance. 

Plus, with the Consumer Duty soon to be introduced, no automotive manager can afford to relax - or not read our new special report.

The potential risks from failure are substantial. 

Legal experts and finance houses share their views in our Spotlight on Finance & Insurance.

Read now

Click here for digital marketing best practice and procurement insight

If you are not a registered user your comment will go to AM for approval before publishing. To avoid this requirement please register or login.

Login to comment


No comments have been made yet.