Carling joins the Scottish Football Association
A former Celtic and Rangers sponsor has been confirmed as signing new multi-million dollar deal with the Scottish Football Association (SFA).
The brewer Carling, who previously sponsored both Celtic and Rangers, has been announced as the official beer of the Scotland national team and the Scottish Cup as well as the beer of choice at Hampden Park.
Having previously sponsored both Old Firm clubs in a seven-year US$3 million per season deal, Carling's new deal with the SFA will last four years and is widely reported as being worth a similar US$3 million figure.
SFA president, George Peat, said, "The SFA is delighted to be in partnership with Carling which has been a major supporter of Scottish football - and football throughout the UK - for a number of years.
"We are confident the wide range of sponsorship opportunities made possible by this deal will enable the SFA to engage with fans across the full spectrum of our responsibilities, with the national team and the Scottish Cup and with our many events at the National Stadium."
Meanwhile the brewer Tennent's, a previous long-term sponsor of the Scottish national side, announced in February a new three-year sponsorship of the two dominant clubs in Scottish soccer, Glasgow and Rangers.
“Our investment in the Scottish game is entering a new phase and we are excited by the opportunities presented through our new partnership with Celtic and Rangers,” said Tennent’s managing director Mike Lees.
The deal, which was first rumoured to be close to completion in January, sees Tennent's replace Carling on the Celtic and Rangers shirts, and will be worth some US$2.4 million to each of the clubs each season for the next three years.
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Celtic chief executive, Peter Lawell, said at the time, "Celtic Football Club is delighted to enter into this new partnership with Tennent's, a brand which has become synonymous with football. In very challenging times for Scottish Football, it is fantastic that Tennent's has maintained its high level of commitment to the game in Scotland, something they should be applauded for.
"This sponsorship provides important revenue for Celtic over the next three years, which will contribute to our continued investment in the football squad. We are sure this partnership with Tennent’s will be most beneficial."
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Rangers chief executive Martin Bain added: "Rangers Football Club is delighted to confirm Tennent's Lager as the official club and shirt sponsor from season 2010/11. The Tennent's brand has been synonymous with Scottish football for decades and we are pleased they have chosen to take their sponsorship to a new level by investing in the Old Firm."blog comments powered by Disqus
- Length of contract: 4 years
- Annualised value: US$75,000
- Overall value: US$3 million
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