Football Shirt Culture.com

Hibernian FC announced that it had secured Crabbie's, The Ginger Expert, as its new main sponsor, kicking off in the 2011-12 season.

John Crabbie & Co was established in Leith, in 1801 and is well known for brands such as Crabbie's Alcoholic Ginger Beer, Crabbie's Ginger Wine and John Crabbie's Cloudy Ginger Beer as well as the Crabbie's Nuts range.

The innovative sponsorship agreement with Hibernian runs from July this year through to June 2014 and, as main club sponsor, Crabbie's will feature on the Hibernian first team shirts from the start of next season, and will also benefit from marketing, visibility and hospitality rights with the SPL side, giving the brand great exposure across Scotland and further afield. The John Crabbie's brand will be the main sponsor of the U19s and Ladies first teams and will also feature on all children's sized replica kits.

Scott Lindsay, Chief Executive, Hibernian FC said of the deal today: "This is a fantastic, wide-ranging agreement for the Club in what remains a very challenging time for Scottish football and business.

"We are delighted to announce this partnership with a brand that has so much shared heritage and history. As well as both being from Leith, the Club and the Crabbie's brands share a culture of innovation, both have ambitious plans for the future, and we are convinced that this relationship will be beneficial for everyone associated with Hibernian and Crabbies. We look forward to a successful partnership in the coming years."

"I would also like to record the Club's thanks to McEwan Fraser, who leave as shirt sponsor at the end of this season, for all their support over the past couple of years. They will remain as part of the Hibernian Family moving forward, having agreed to stay on as a partner of the Club."

John Halewood of Crabbie's, said: "We are thrilled to be appointed as official sponsor of Hibernian FC. We hope to become true supporters, not just a name on the shirt.

"As John Crabbie formulated his original ginger wine in Leith in Edinburgh, we are very excited to reignite the connection with its birthplace. As brand owners we feel it is important to recognise the rich heritage of this unique brand and we hope that, alongside Hibernian, the Crabbie's brand can grow and be successful over the coming seasons."