Ambar becomes the Official Beer Partner of Spain’s National Rugby Teams for the next three years
February 16, 2026 – Sporting Group International (SGI) announces the successful structuring and completion of a strategic partnership between the Real Federación Española de Rugby and Cervezas Ambar, under which the Aragonese brewery becomes the Official Beer Partner of Spain’s National Rugby Teams — men’s and women’s — across all formats (XV, Sevens and U20) for the next three seasons.
The agreement marks a significant milestone at a defining moment for Spanish rugby. With qualification secured for the Rugby World Cup in Australia, and with sustained growth both on the field and across digital platforms, the Federation is entering a new phase of consolidation, visibility, and commercial expansion.
Cervezas Ambar joins this momentum with bold intent. As the brand has expressed, “it is the beginning of a crush that we want to turn into a lasting love for rugby.” The partnership reflects shared values of authenticity, respect, community, and the unique spirit of rugby’s “third half” tradition — a natural territory for a brand that understands sport as a point of connection.
The launch activation embraced an innovative, digital-first narrative aligned with the viral growth of Spain’s national team on TikTok, demonstrating a modern and culturally relevant approach to sports partnerships.
For the President of the RFER, Juan Carlos Martín "Hansen", the alliance fits perfectly with the group’s identity:
“We like that AMBAR understands what happens inside the dressing room and also what the third half means. Rugby is about respect, camaraderie, and community. If this is love at first sight, may it last for many years.”
From Cervezas Ambar’s perspective, the partnership is strategically coherent, Enrique Torguet, Director of Marketing and Communications, Cervezas Ambar:
“We like to align ourselves with smaller but exciting teams and sports,” reinforcing its long-standing commitment to projects with strong identity and growth potential".
Diego Pesque, Country Manager Spain at Sporting Group International, added:
“Spanish rugby is entering a new phase of sporting and commercial relevance. The arrival of a brand like Ambar strengthens that evolution and sends a clear signal to the market: this is the right moment to invest in the sport in Spain. At Sporting Group International, we focus on identifying these strategic opportunities and turning them into sustainable partnerships. We are very proud to be part of this journey, which is only just beginning”
SGI acted as strategic advisor in structuring and closing this agreement, reinforcing its role in building long-term value partnerships between ambitious brands and high-growth sports properties.
This partnership is more than sponsorship, it is a shared statement of ambition at a time when Spanish rugby is ready to step confidently onto a larger international stage.
