Scarlets Rugby has extended a long-standing partnership with Castell Howell, one of west Wales' leading brands. The renewed agreement sees the food wholesaler, headquartered in Cross Hands, continue as the official south stand sponsor, with new branding set to be unveiled in and around the concourses at Parc y Scarlets.
Extended Partnership Details
Castell Howell will remain a key kit partner, retaining a prominent position on the Scarlets jersey. The company, which reported revenues of £230 million in 2024 according to latest accounts with Companies House, will continue as the primary supplier of food and beverage services across Parc y Scarlets. Additionally, Castell Howell has secured new 'pourage partner' rights, overseeing the supply of alcohol throughout the stadium.
Community Initiatives
Castell Howell will work closely with the Scarlets Community Foundation on various initiatives, including providing healthy street food samples to children during selected fixtures to promote healthier lifestyle choices among young fans. Parc y Scarlets will also remain a venue for Castell Howell's trade shows. The value of the sponsorship deal has not been disclosed.
Quotes from Partners
Garan Evans, Scarlets commercial manager, said: 'We are delighted to extend our partnership with Castell Howell, a company that has been a valued and trusted partner of the Scarlets for many years. Their continued commitment across multiple areas of the club, from matchday experience to community initiatives, highlights the strength of our relationship. We are forever grateful to the ongoing support of Brian, Martin and the family, and by reinforcing our partnership it not only enhances what we can offer our supporters at Parc y Scarlets, but also allows us to work together on community projects that benefit people across west Wales.'
Martin Jones, Castell Howell director of transport operations, said: 'As a Welsh business, we fully recognise the vital role that Scarlets Rugby and local grassroots clubs play in developing the next generation of players - something we are genuinely passionate about supporting. Being a proud family business, our commitment goes far beyond the playing field. With matches played at Parc y Scarlets, we're delighted to support not only the team but also the many local businesses we supply across the region. Supporters coming to cheer on the Scarlets also bring a welcome boost to neighbouring hospitality and retail businesses, helping to add real vibrancy to the local community. Continuing as the primary supplier of food and beverage services, along with securing the new 'pourage partner' rights, is tremendous news for the Welsh supply chain. It also creates further opportunity to expand the Welsh produce range already supplied throughout the stadium, strengthening our shared commitment to supporting local producers and showcasing the very best of Wales. For us, the vision remains clear - to ensure that everyone, from rugby supporters to local businesses and suppliers, benefits from our involvement. Making a positive difference to the communities we care deeply about is at the heart of who we are as a family business.'
Background on Castell Howell
Castell Howell was formed by Scarlets director Brian Jones on his farm in 1988 and has established itself as a dominant force in the UK foodservice industry.
WRU Regional Context
The Welsh Rugby Union is seeking to reduce the number of rugby regions from four to three by the end of the 2027-28 season. It said it will update plans on how this will be achieved this summer. If there is no merger, a competitive bidding process for a west Wales licence could be fought over by the Scarlets and Y11 Sport and Media, which owns the Ospreys. A bid by Y11 to acquire Cardiff Rugby out of WRU ownership was abandoned last year. The Scarlets and the Ospreys are now looking to sign off on an improved funding deal with the union through Professional Rugby Agreement 2025. They had previously declined to sign up, raising concerns over what was perceived as union overreach by acquiring Cardiff out of administration and taking on the liabilities of having to fund the club's trading losses.
