Sponsorships

C&C to raise sponsorship spend on Scottish sports

(INDEPENDENT.ie) - BULMERS owner C&C is planning to boost its spending on sports sponsorship in Scotland as part of its efforts to raise the profile of its brands there — including Magners and Tennent’s.

Local reports suggest that C&C could target sponsorship of sports such as rugby and golf as it seeks to cement its presence in the country.

Scotland’s national football team is currently sponsored by Tennent’s and the £1m (€1.1m) a year deal, which began in 2006, is set to expire next June. The Scottish Football Association has reportedly said it is “in dialogue” about future sponsorship.

John Dunsmore, C&C’s chief executive and previous boss at Scottish & Newcastle, is understood to be planning a “step change” in the company’s sports sponsorship in Scotland. The company has previously refused to be drawn on whether the sponsorship by Tennent’s of the Scottish football team would continue beyond its current contract.

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