C&C close in on 'Old Firm' sponsorship deal

CC IS believed to be on the verge of agreeing a deal to sponsor Scottish “Old Firm” football clubs Celtic and Rangers through its Tennent’s lager brand.

Reports in Scotland suggest that Tennent’s will pay about £9 million (€10 million) to sponsor the Glasgow-based Old Firm as part of a three-year sponsorship deal that will be announced within the next month.

Celtic and Rangers are sponsored by Carling, a rival lager brand to Tennent’s. Carling signed an £18million deal with Rangers and Celtic in 2003, which ends at the conclusion of this season.

Given their dominance of Scottish soccer and bitter rivalry, sponsors long ago decided to sponsor the shirts of both clubs rather than risk alienating one set of fans.

Tennents, which backs the T In The Park music festival, is planning a big marketing push in Scotland – a point re-iterated by C&C’s senior brass at the time of its takeover of the lager in Scotland last year.

Tennent’s has been involved in football sponsorship in Scotland for about 35 years and backs the national team. But that deal is due to expire in the summer.

A spokesman for C&C declined to comment on reports that Tennent’s would sponsor Celtic and Rangers.

CC acquired the Tennent’s lager brand and assets in Scotland and Northern Ireland last year for €205.2 million. This included the purchase of the Tennent’s lager brand, the Wellpark Brewery in Glasgow and distribution rights to Stella Artois in Ireland and Scotland.

The Clonmel-based company is best known for its Bulmers and Magners cider brands, which have struggled in recent years.

Its most high-profile sponsorship is probably the Magners League in rugby union.