Tennent’s extend partnership deal with Scottish Rugby

Lager brand will become the title sponsor of domestic leagues

Scotland fans enjoying a pint of lager ***Image: ©Fotosport/Diego Forti***
Scotland fans enjoying a pint of lager ***Image: ©Fotosport/Diego Forti***

SCOTTISH RUGBY have agreed “a significant multi-year, seven-figure contract extension” with Tennent’s Lager which will see the brand continue its relationship with the Scotland national team, the country’s two professional sides, Edinburgh and Glasgow Warriors, alongside the additional title sponsorship of the Scottish domestic leagues (taking on naming rights of the Premiership and National Leagues, starting from the coming season).

Today’s press release explained that Tennent’s will become the title sponsors of the Scottish Championship in 2019-2020, but there is no mention of Super 6 – which is due to kick-off that same season, which indicates that the SRU are hoping to find a separate backer for that new competition.

“The partnership will allow Tennent’s to continue its match-day experience at BT Murrayfield, including the Tennent’s Up & Under Bar within the stadium and the ‘Best Seat in the House’ pitch-side seat competition for all international games. Tennent’s will continue to have pouring rights at BT Murrayfield, Scotstoun and, subject to planning permission, Edinburgh’s new home ground,” said the statement.

“Tennent’s Lager has been a long-standing supporter of Scottish sport. There is real excitement around Scottish Rugby just now, moving up to fifth in the world rankings after an incredible NatWest Six Nations campaign and historic wins over England and France at home,” Jason Ash, Chief Marketing Officer, C&C Group, owner of Tennent’s.

“To be continuing our partnership at a time when rugby is growing and diversifying into the Scottish mainstream is something we’re very excited about. There’s a bright future ahead for Scottish Rugby, and our extended partnership and increased investment will allow us to increase our support at international, domestic and grassroots levels.”

Scottish Rugby’s Head of Marketing & Sponsorship, Toni Blackhurst said: “We are delighted to renew our relationship with Tennent’s Lager and further strengthen this fantastic partnership at the grassroots level of the game.

“We’ve already worked together to create the Tennent’s Lager Up & Under bar at BT Murrayfield which welcomes hundreds of fans every match day and has provided the stadium with a permanent sports bar for events throughout the year.

“There are also some exciting plans for the future – from working together to expand the global reach of two synonymous Scottish brands to Tennent’s offering support for rugby clubs across the country through sponsorship of the domestic leagues. As Scottish Rugby continues to progress we look forward to working with Tennent’s over the coming years.”

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About David Barnes 3381 Articles
David has worked as a freelance rugby journalist since 2004 covering every level of the game in Scotland for publications including he Herald/Sunday Herald, The Sunday Times, The Telegraph, The Scotsman/Scotland on Sunday/Evening News, The Daily Record, The Daily Mail/Mail on Sunday and The Sun.

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