Long-standing Tennent’s partnership renewed

• 25 Mar 2024
• News

Tennent’s Lager, Scottish Rugby and Edinburgh Rugby have today renewed their long-standing partnership until 2028.

Scotland’s best-selling beer, which has been a longstanding supporter of Scottish sport, has been partnering Scottish Rugby in many forms since 2012. Since their first involvement the partnership has continued to grow – becoming the official beer, lager, and cider partner in 2018, allowing for investment at all levels of the game.

The partnership will support Scotland Men and Women, Edinburgh Rugby and Glasgow Warriors as they embark on an exciting period across the next four-year cycle.

With Scotland Men having already embarked upon the start of a new World Cup cycle, milestones including Scotland Women working towards World Cup qualification, in addition to the two professional teams continuing to compete in the BKT URC and potential further Celtic Challenge leagues, the new deal will see Tennent’s support the sport in the coming years.

For the first time, the partnership with Tennent’s 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.

The extended deal will also see Tennent’s 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.

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 said: “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 proud to play 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.”

Scottish Rugby and Tennent’s encourage all supporters to enjoy Tennent’s responsibly.