Rugby’s Autumn Internationals had fans pining for what might have been against New Zealand, while the second half capitulation against Argentina left them stuttering in disbelief.
At Hampden Park, the story was more upbeat as football fans witnessed what will go down in history as one of Scotland’s greatest ever performances. Victory against Denmark secured World Cup qualification for the men’s team and already fans are planning their trip to next summer’s event, which is being co-hosted by Canada, Mexico and the USA. I can feel a travel insurance article coming on…
But why the focus on sport? Well, Keegan & Pennykid is now into its third year as a main sponsor of Heriot’s Rugby Club, which was founded in 1890 and is a keystone within the Edinburgh community.
Initially, the club’s members were all former pupils of George Heriot’s School. That restriction has long-since been lifted and today it is open to all. Its inclusive and community minded approach is something that mirrors our own commercial values.
The men’s and women’s sections are equally vibrant, and both senior teams compete in their respective premier leagues. And promoting opportunity is something that Heriot’s does at all levels of the game. One of its initiatives that we are most pleased to partner is the pathway programme for young boys and girls. It offers the chance to learn the game from early childhood and creates a structured framework that can lead players all the way up to the top teams.
Keegan & Pennykid specialises in catering for clients in the Third Sector and promoting opportunity for all and helping people to realise their potential is something we care about deeply.
Rugby has always been a game for people of all shapes and sizes and with varying athletic abilities. It is one of the unique features of the sport that each of the 15 positions within a team requires a different skillset.
The ethos of forging strong and powerful teams from a diverse pool of talent is something we try to reflect in our own business and is a feature of many of the voluntary, not-for-profit and charitable organisations with which we work.
The fit, therefore, is excellent and as a multi-generational family business that has deep roots in the local community, we see great synergy between ourselves and Heriot’s Rugby Club.
But sponsorships and partnership are about more than just the way organisations align. Our view has always been that businesses should not just provide a product or a service. They should be a positive force for good within their communities and their benefit should be felt beyond the salaries they provide and the suppliers and customers they support.
In practice, this might be offering work experience to school leavers, fundraising for good causes or helping grassroots organisations within the community. Sponsoring Heriot’s Rugby Club is just one of the ways in which we support the wider community in which we work.
Naturally, our sponsorship enables us to network at club events and to raise our profile within the city. But a large part of the value we reap from the relationship is the knowledge that we are supporting an organisation within our community, which promotes physical and mental wellbeing through exercise, and collaboration and teambuilding through sport. It does this whilst offering openings and opportunities to people of all ages and abilities and this is something with which we are proud to be associated.
And, once all is said and done, it is just a great way to spend a Saturday afternoon. A walk to the rugby pitches at Goldenacre. Standing on the touchline as the game unfolds. Enjoying a drink and discussing the match in the clubhouse afterwards. Sometimes it’s the simple pleasures that bring the most joy.
In today’s world of remote working and online communications, it is wonderful to mix with people in person, enjoy their company in a community setting and be part of something communal.
And being part of something is what has kept Scottish football fans singing in the stadiums since the men’s team last played at a World Cup in 1998. But change is afoot following the victory against Denmark and come next year, the Tartan Army will be heading west to embrace the 2026 tournament to the max. Here’s hoping the team can do the same thing on the pitch.
