Tennent’s in £4m Scotland deal
Tennent’s Lager is to replace supermarket giant Morrisons as the main sponsor of the Scottish national football team, and has withdrawn its sponsorship of the Scottish Cup after 18 years.
A new identity for the sponsorship has been created by Tennent’s’ retained design agency Stand.
The Scotland deal is going to be supported with a high-profile press, radio and ambient campaign.
The first part of the ad campaign will break this week with a high-tech sky projection in Aberdeen, culminating tomorrow (Saturday) in Glasgow, where Scotland will be playing France.
Full page press ads in the national press will also be rolled out, and a radio campaign featuring Scots’ actor Peter Mullan is due to break in the next week.
The news of the deal - which will lead up to the next World Cup in 2010 - comes as Tennent’s signs a deal to sponsor The Drum’s 2006 Creative Cup five-a-side football competition, which will see teams from the creative industry compete later this month.