Carling signs £2m sponsorship deal with Scottish FA

The Scottish Football Association has signed a four-year sponsorship deal worth £2m with brewers Carling.

The Scottish Football Association and Carling sponsorship deal
The Scottish Football Association and Carling sponsorship deal

The company, which recently ended its sponsorship of Celtic and Rangers, will become a sponsor of the national team and official beer of the Scottish Cup under the deal.

In a reversal of sponsorship deals, Carling replaces rival brewing company Tennent’s, which ended its 36-year relationship with the SFA in May to concentrate on its partnership with Rangers and Celtic, after it replaced Carling.

George Peat, president of the SFA, says: “This is an original and exciting deal and the Scottish FA is delighted to be in partnership with Carling. It has been a major supporter of Scottish football for a number of years.

“We are confident that the wide range of sponsorship opportunities made possible by this deal will enable the Scottish FA to engage with fans across the full spectrum of our responsibilities, with the national team and the Scottish Cup and also with our many events at the National Stadium.”

The deal comes after Carling announced a three-year deal to become the official beer of Scottish Rugby and Murrayfield Stadium in February.

Earlier this year, Carling ran a social media and online campaign during the Carling Cup Final, in a bid to make the match the “first ever digital cup final”.

In March, Mars signed a four-year sponsorship deal with the Scottish Football Association (SFA).

Earlier today, Nationwide said it would review the role sponsorship plays in its marketing strategy following confirmation that it is to end its 11-year partnership with the England team.

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