Scottish Rugby Drinks To Latest Renewal
Scottish Rugby has renewed its long-standing partnership with Tennent’s Lager.
The deal sees the 12-year relationship between the two organisations extended until 2028, taking them through the next Rugby World Cup cycles for both Scotland men’s and women’s teams.
Tennent’s last renewal with Scottish Rugby, in 2018, saw the beer brand become the official beer, lager, and cider partner and push investment into ‘all levels of the game’.
Now, for the first time, the deal will support the men’s and women’s national teams equally. The announcement comes ahead of Scotland Women’s first home match of the Championship against France this weekend.
As per the agreement, Tennent’s will continue its match-day experiences at Scottish Gas Murrayfield with the Tennent’s Up & Under Bar and the ‘Best Seat in the House’ pitch side seat competition for all international games.
Tennent’s will also continue to have pourage rights across Scottish Gas Murrayfield, Hive Stadium and Scotstoun for lager, cider, craft beer and non-alcoholic variants.
As well as the national sides, the partnership will span across Edinburgh Rugby and Glasgow Warriors.
Scottish Rugby’s Head of Business Development Charlie Simpson, said, “We have built a really strong partnership with Tennent’s over the years and have enjoyed working with them on some exciting projects, including match day experiences, online activations and support with grassroots activities.
“Together, we can continue to work on expanding the global reach of two synonymous Scottish brands whilst also working to promote the positive impact the investment from this partnership can bring to clubs and their local communities.”
Paul Menzies, Beer Brand Director at Tennent’s owner C&C Group, added, “Tennent’s has been a long-time supporter and champion of Scottish sport, and we are proud to be extending our partnership with Scottish Rugby through to 2028.
“We are committed to playing our part in the first-class matchday experience at Murrayfield, whether that’s the atmosphere in the Up & Under Bar and the pitchside Best Seat activation, or with those who choose to enjoy a Tennent’s around each game.
“Celebrating the best of Scotland, the new deal will see continued backing for the men’s and women’s national teams alongside the professional game and will contribute positively to the further growth and success of the sport through the next World Cup cycle.”
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