Tennent’s switches focus to Old Firm after ending Scotland deal
Share
Lager brand Tennent’s has confirmed that it is ending its sponsorship of the Scottish national team to concentrate on its partnership with Rangers and Celtic.
Tennet’s ending its 36 year sponsorship
The brand has had sponsorship agreements with the Scottish Football Association for 36 years but will now focus on its backing of the Old Firm, which starts in July.
In a statement, Tennent’s says it is readying a “number of innovative marketing activities” to activate its dual sponsorship, while the SFA says the first announcement in its “new approach to sponsorship and commercial activity” will be announced shortly.
The lager brand began its association with Scottish football during the World Cup in 1974 and has since sponsored the Scottish Cup. Its sponsorship of the national side started in 2006.
Tennent’s, which also sponsors music festival T in the Park, is Scotland’s leading lager brand where it accounts for 55% of all lager sold to the Scottish on-trade in terms of volume and around 30% of the Scottish off-trade.
It was bought by C&C Group Tennent’s in August last year.
YouGov Insight:
· 95% of UK drinkers think that ‘it doesn’t hurt to have a drink from time to time’.
· Vodka is the most popular spirit, drunk by 30% of adults, ahead of Scotch (23%), while 39% of adults are involved in drinking at least one of the other spirits or liqueurs.
· 75% of UK consumers view Guinness as a ‘masculine’ brand.
· Beer remains the leading alcohol category, with 46% of adults drinking the lager style and 33% the traditional, indigenous types (ale, stout etc).
· 41% of men and 34% of women say they ’exercise or take part in sport regularly’
Readers' comments (1)
Anonymous | Mon, 24 May 2010 11:19 am
You would have thought that Tennents would have learned from the mistake McEwans Lager made in the 80s sponsoring Rangers and stayed well away. With Celtic fans already opposing any joint sponsorship and attempting to distance themselves from their Glasgow rival's history of sectarianism and hooliganism, this may well be a serious error in judgement from the marketing team at Tennents bringing more grief and strife than benefit and sales!
Unsuitable or offensive? Report this comment