Scotland

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The Scottish Professional Football League (SPFL) hopes a planned revamp of the Scottish League Cup’s structure will help to secure a title sponsor from the start of next season’s tournament as energy company Utilita Energy steps in as presenting partner for the remainder of 2015-16.

UK-based telecommunications company BT will sponsor the Scottish Rugby Union (SRU), the governing body for the sport in Scotland, for three years, from 2015 to 2018, as shirt sponsor of the Scotland national rugby union team under a deal signed this month.

Sporting good manufacturer New Balance this month signed a  five-year deal with Scottish Premiership team Celtic as part of its plan to become a top-three football brand.

For this year’s rugby union autumn internationals, Sports Sponsorship Insider surveyed the sponsorship portfolios of the leading nations: Argentina, Australia, England, France, Ireland, Italy, New Zealand, Scotland, South Africa and Wales.

Industry experts have labelled sponsorship sales for the 2014 Commonwealth Games in Glasgow a success after the event closed on a number of supplier deals this month to complete its programme and reach record Commonwealth revenues.

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

Features

The creation of a new European club rugby tournament and an increase in competition for qualification to the tournament from Pro12 clubs were driving factors behind an increase in the value of title sponsorship rights for rugby union’s Pro12 league.

The Scottish Professional Football League this month agreed a three-year deal with soft drinks brand Irn Bru, boosting its annual sponsorship revenue to around £1m (€1.2m/$1.6m), with its most valuable title sponsorship still to sell.

Luke Southern, programme director, Glasgow 2014 at Virgin Media is responsible of for the telecom and cable TV brand’s activation of its tier one sponsorship of the Commonwealth Games in Glasgow in 2014.

Sponsorship revenue for the 2014 Commonwealth Games in Glasgow will far exceed the £24m ($37.8m/€28.4m