Tennent's Close To Deal To Become Celtic, Rangers Shirt Sponsor

Reports Indicate Tennent's Will Pay $14.7M To Sponsor Celtic And Rangers In Three-Year Deal

Ireland-based beverage manufacturer and distributor C&C is "believed to be on the verge of agreeing a deal to sponsor" Scottish Premier League clubs Celtic and Rangers "through its Tennent's lager brand," according to Ciaran Hancock of the IRISH TIMES. Reports have indicated that Tennent's will pay about US$14.7M to sponsor the two clubs "as part of a three-year sponsorship deal that will be announced within the next month." Celtic and Rangers' shirts currently are sponsored by Carling, which signed a US$29.3M deal with the clubs in '03. Tennent's "has been involved in football sponsorship in Scotland for about 35 years and backs the national team," though that deal is "due to expire in the summer." Hancock noted given Celtic and Rangers' "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" (IRISH TIMES, 1/20). In Scotland, Anthony Haggerty reported the Scottish Football Association is "in negotiation with Tennent's in the hope the brewer will extend their current sponsorship of the Scottish national team." However, it seems Celtic and Rangers will "strike their deal first as Tennent's attempt to get their brand logo on to Scottish domestic football's most famous shirts" (Scottish DAILY RECORD, 1/20).