Modern Marketing Tennent's Scottish Rugby

Tennent’s Lager tops up Scottish Rugby sponsorship


By John McCarthy | Media editor

June 21, 2018 | 4 min read

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Tennent’s Lager has agreed a multi-year extension to its Scottish Rugby partnership, seeing players convene on Wellpark Brewery in Glasgow to celebrate.

Tennent's Rugby

Tennent’s Lager has put a multi-year extension on its Scottish Rugby partnership

The seven-figure deal now sees the lager brand support the national side as well as the Edinburgh and Glasgow Warriors and title sponsorship of the Scottish domestic leagues.

Damien Hoyland (Edinburgh), Adam Ashe and Rob Harley (Glasgow Warriors) visited the brewery to ink the contract.

Jason Ash, chief marketing officer, C&C Group, owner of Tennent’s, said: “Tennent’s Lager has been a long-standing supporter of Scottish sport and we thoroughly enjoyed hosting some of Scottish Rugby’s most talented players at Wellpark Brewery. 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.

“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 and sponsorship, Toni Blackhurst, added: “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.”

It comes in the wake of Scottish Rugby rebranding and unveiling a 7,800 capacity venue within the grounds of BT Murrayfield.

Modern Marketing Tennent's Scottish Rugby

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