Tennent’s Lager extends Scottish Rugby partnership in multi-year, seven-figure deal

• 21 Jun 2018

Scottish Rugby has announced a significant multi-year, seven-figure contract extension with Tennent’s Lager today, deepening the association with the country’s favourite beer at every level of the game in Scotland.

The new partnership agreement will see Tennent’s continue its relationship with the Scotland national team, the country’s two professional sides, Edinburgh and Glasgow Warriors, alongside the additional title sponsorship of the Scottish domestic leagues, growing its focus and investment on helping to develop rugby at a grassroots level.

Tennent’s will take on naming rights of the Premiership and National Leagues, starting from the coming season, with the newly formed Scottish Championship to follow in 2019/2020.

The commitment between Tennent’s Lager and the national team will see the brewer extend its support to Scottish Rugby throughout future Six Nations campaigns, Autumn Tests, and next year’s Rugby World Cup.

Three of Scotland’s top international rugby players stopped by Wellpark Brewery, the home of Tennent’s Lager, to celebrate the new multi-year, seven-figure partnership extension.

Damien Hoyland (Edinburgh), Adam Ashe and Rob Harley (Glasgow Warriors), visited the brewery in Glasgow’s East End where they were given an exclusive tour by master brewer of over 40 years, Keith Lugton, who imparted his wisdom of Tennent’s and brewing to the players. The trio also took in the renowned brewery tour and explored the beer’s incredible history before enjoying a pint in the visitor centre.

Today’s news of the deal comes ahead of Scotland’s final match of the Summer 2018 tour against Argentina this Saturday (23 June) at the Estadio Centenario in Resistencia.

The partnership will allow Tennent’s to continue its match-day experience at BT Murrayfield, including the Tennent’s Up & Under Bar within the stadium and the Best Seat in the House, pitch-side seat competition for all international games. Tennent’s will continue to have pouring rights at BT Murrayfield, Scotstoun and, subject to planning permission, Edinburgh’s new home ground.

Jason Ash, Chief Marketing Officer, C&C Group, owner of Tennent’s, said: “Tennent’s Lager has been a long-standing supporter of Scottish sport and we thoroughly enjoyed hosting some of Scottish Rugby’s most talented players at Wellpark Brewery. There is real excitement around Scottish Rugby just now, moving up to fifth in the world rankings after an incredible NatWest Six Nations campaign and historic wins over England and France at home.

“To be continuing our partnership at a time when rugby is growing and diversifying into the Scottish mainstream is something we’re very excited about.

There’s a bright future ahead for Scottish Rugby, and our extended partnership and increased investment will allow us to increase our support at international, domestic and grassroots levels.”

Scottish Rugby’s Head of Marketing & Sponsorship, Toni Blackhurst said: “We are delighted to renew our relationship with Tennent’s Lager and further strengthen this fantastic partnership at the grassroots level of the game.

We’ve already worked together to create the Tennent’s Lager Up & Under bar at BT Murrayfield which welcomes hundreds of fans every match day and has provided the stadium with a permanent sports bar for events throughout the year.

“There are also some exciting plans for the future – from working together to expand the global reach of two synonymous Scottish brands to Tennent’s offering support for rugby clubs across the country through sponsorship of the domestic leagues. As Scottish Rugby continues to progress we look forward to working with Tennent’s over the coming years.”

Damien Hoyland of Edinburgh and Scotland, said: “We had a fantastic day at Wellpark Brewery where we had the chance to learn about Tennent’s from master brewer Keith Lugton, explore Scotland’s oldest brewery and see what Tennent’s has been up to of late.

Tennent’s is such an iconic Scottish brand and we’re really excited that they have signed an extension to the partnership with Scottish Rugby.

“This is such an exciting time for rugby in Scotland and to have the support and the passion of Tennent’s behind us will help to make a real difference on the international stage, as well as back here in Scotland for both the domestic leagues and grassroots participation.”