Carlsberg-Tetley has tightened its grip on rugby sponsorship – and increased its presence north of the border – in a deal tieing up its Tetley’s brand with the Scottish Rugby Union.
The drinks company claims that the deal is for a six-figure annual sum over three years and is part of the drive to establish Tetley’s as a serious player in the ale market in Scotland.
The Carlsberg-Tetley deal will see the brand become the official beer of Scotland Rugby. As part of the strategy, the company will produce a new Tetley’s can incorporating the Scottish team’s logo in time for the Six Nations tournament in February.
The deal gives the Tetley’s brand perimeter and scoreboard presence, branding on beer tents and the right to use the official SRU logo and team likenesses in onand off-trade promotional activity.
There will be a press and outdoor campaign created by Perspectives Red Cell to coincide with the tournament, using Tetley’s Rough/Smooth strapline
Tetley’s already has strong ties to rugby – it is the official beer of England Rugby and title sponsor of the Tetley Rugby Super League.
Other SRU sponsors include Coca-Cola and Famous Grouse. The previous official beer was a less well-known Carlsberg-Tetley brand, Calders Cream Ale.
The three-year deal comes on the heels of Coors Brewers’ &£12m shirt-sponsorship deal with Glasgow clubs Celtic and Rangers for its Carling lager brand (MW last week).