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.

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