By Mark Baber
September 1 – C&C Group plc, and the Scottish FA have agreed a seven-figure deal for Tennent’s to be the official beer partner of the Scotland National Team for the next three years.
C&C Group, a manufacturer, marketer and distributor of branded cider, beer, wine and soft drinks, whose core markets are in Scotland and Ireland, invests heavily in sports sponsorship to reinforce its key brands (which also include Bulmers / Magners). Tennent’s, which is Scotland’s most popular lager, has been associated with the Scotland national football team since long before C&C bought the brand from Belgium’s InBev in August 2009.
The SFA emphasised the historical connection in a press release saying: “The Scotland team can trace its association with Tennent’s back more than 40 years to when they partnered Willie Ormond’s undefeated side in the World Cup in West Germany in 1974.”
The new agreement will see Tennent’s Lager enjoy exclusive rights to pour Tennent Caledonian brands – including Black T, Caledonia Best and Magners – at Hampden Park.
Scotland national team coach Gordon Strachan commented on the deal saying: “It’s a great boost to get the backing of Tennent’s, a brand that has a great track record of supporting the game in Scotland, as we prepare for what is a very important double-header against Georgia and Germany.
“It’s been an encouraging campaign so far and we’re now readying ourselves for what will be an exciting climax to the group, with our eyes firmly fixed on qualification for next year’s finals in France.”
Alastair Campbell, Managing Director for Tennent Caledonian Breweries said: “We’re thrilled to be partnering with the Scotland national side again at what is a hugely exciting time for the nation. Gordon and his players have a fantastic opportunity to reach the finals of a major tournament and as a passionate supporter of the Scotland team we look forward to sharing every step of the journey with fans in the years ahead.”
Stewart Regan, Scottish FA Chief Executive added: “Tennent’s have been a terrific and loyal supporter of Scottish football for decades. The Scottish FA is delighted such an iconic Scottish brand is on board and committed to supporting the national team. Together, we can share the excitement of the journey we all hope and believe will culminate in Scotland returning to its rightful place in major championship finals in France, Russia and beyond.”
The deal reportedly does not affect the contract with Vauxhall, the lead sponsor of the Scotland national sides, but will not make the job of reducing Scottish dependence on alcohol – which an NHS report suggests saw the equivalent of 41 bottles of vodka or 114 bottles of wine sold per adult in 2014, one of the highest figures in the world and, according to Scotland’s Public Health Minister Maureen Watt, an average of 22 alcohol-related deaths a week – any easier.
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