Scotland

A year like no other saw the 2020 Six Nations paused in March and not resumed until the start of the 2020-21 season in October

BT abruptly pivoted its activations to digital after the pandemic struck just a month after it launched a new, five-year ‘4-3-3’ Home Nations soccer sponsorship strategy in February 2020.

After 170 years of trading, high street chemist Boots’ first sport sponsorship backed women’s football via partnerships with all five football associations in the British Isles.

In the first two years of its Six Nations title sponsorship, 2019 and 2020, Guinness targeted both committed and casual fans with multi-faceted activation focused on the humanity and friendship of rugby.

Dove Men+Care used its rights in deals with the British and Irish rugby unions to create a combined campaign that ran from the 2019 Rugby World Cup to the 2020 Six Nations.

Leveraging its 2019 Six Nations title rights, Guinness launched a responsible drinking campaign  that encouraged drinking more water through the launch of a new product, ‘Guinness Clear’.

In 2019-20, SportBusiness Sponsorship estimates that brands are spending about €129.3m ($142.5m) across the Six Nations and its constituent national rugby unions, in 131 deals.

Active eyewear brand goodr has partnered with this year’s edition of women’s team golf competition the Solheim Cup, which takes place this week at Gleneagles in Scotland.

Scottish Rugby has extended a sponsorship agreement with the Edinburgh-based distiller John Crabbie & Co

The inaugural Women’s Tour of Scotland cycling event has signed its final partnership with Scottish car retailer Arnold Clark.

Communications technology provider Motorola Solutions has signed up as a sponsor of the inaugural Women’s Tour of Scotland cycling event.

UK bookmaker Paddy Power has today (Monday) signed Scottish Premiership outfit Motherwell as the second partner for its ‘Save Our Shirt’ football campaign.

Scottish Rugby, the governing body of rugby union in the country, has agreed an early extension to its partnership with Italian sportswear company Macron

Scotch whisky brand Johnnie Walker has signed a new Official Partner deal with Scottish Rugby

UK confectionary group Mars Wrigley has extended its partnership with the Scottish FA. Under the new deal, the partnership will run until 2022, covering the next men’s World Cup in Qatar.

Scottish Premiership football club Rangers has agreed a four-year partnership with Dutch sports drinks company Osonyq

Scottish Premiership football club Aberdeen has extended its shirt sponsorship deal with drilling equipment supplier Saltire Energy