Tennent’s Lager is taking to the skies, with the first UK use of a revolutionary technology that will see ad images projected onto clouds.
The system will be used this week to promote Tennent’s new 8m four-year sponsorship deal with the Scottish Football Association (SFA) to back the Scottish national football teams.
Messages of support and pictures of Scottish team members will appear in the skies over major Scottish cities in the next few days, culminating with Saturday’s match against France at Hampden Park in Edinburgh.
If there are no clouds, then buildings will be used instead.
Tennent’s deal with the SFA starts immediately, and covers the Scotland Senior Squad, Scotland B Squad, Scotland Women’s Senior Squad and Under 21s. It runs until after the FIFA World Cup finals in in 2010.
The previous sponsor of the Scottish national football teams was supermarket chain Morrisons.
At the same time, Tennent’s is to end its 18-year, 20m sponsorship of the Scottish Cup – that deal will now finish after next year’s 2007 Tennent’s Scottish Cup Final.
George Kyle, head of sponsorship at Tennent’s – which is owned by InBev – says: “We hope our investment will contribute not only in the short term but also to the future development of the game within Scotland. From our years of involvement in football, one thing that we have come to understand is what it means to be a football fan. We share that precious commodity that all football fans in Scotland have in abundance hope.”