UD axes Bell’s sponsorship of Scottish Football League

United Distillers has pulled its Bell’s whisky brand out of the sponsorship of the Scottish Football League because it feels that football north of the border is in disarray.

UD signed a four-year deal with the League in 1994, worth 6m, which covered all 40 participating clubs but it has decided not to renew this sponsorship at the end of the season. All four divisions of the league are currently known as the Bell’s League Championship.

The decision follows news last month that the league’s Premier Division clubs intend to break away to form a separate body, which will negotiate its own sponsorship and TV deals.

UD UK marketing director Andy Neal says: “Major organisations such as our own, with clear strategies, cannot – and will not – commit millions of pounds to projects which do not have similar consistency in direction. We feel we must make everyone aware that we are unable to commit to a renewal of involvement.”

Until the split came, UD was believed to have been in talks with the League about a further four-year sponsorship for 10m.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here