Scotland

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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.

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.

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.

Features

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.

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