The brand has had sponsorship agreements with the Scottish Football Association for 36 years but will now focus on its backing of the Old Firm, which starts in July.
In a statement, Tennent’s says it is readying a “number of innovative marketing activities” to activate its dual sponsorship, while the SFA says the first announcement in its “new approach to sponsorship and commercial activity” will be announced shortly.
The lager brand began its association with Scottish football during the World Cup in 1974 and has since sponsored the Scottish Cup. Its sponsorship of the national side started in 2006.
Tennent’s, which also sponsors music festival T in the Park, is Scotland’s leading lager brand where it accounts for 55% of all lager sold to the Scottish on-trade in terms of volume and around 30% of the Scottish off-trade.
It was bought by C&C Group Tennent’s in August last year.