Tennent’s enhances IFA link with Irish Cup sponsorship

Scottish beer brand Tennent’s has expanded its existing partnership with the Irish Football Association, the sport’s governing body in Northern Ireland, by agreeing a deal to become the new title sponsor of the Irish Cup club knockout competition.

Under the five-year deal, which will come into effect immediately, which will run from 2015-16 to 2019-20, the domestic tournament will be known as the Tennent’s Irish Cup.

The Irish Cup sponsorship will serve as an extension on a deal Tennent’s struck with the Irish FA last month.

Under the existing five-year deal, Tennent’s serves as the official beer partner of the Northern Irish national team and will supply its beers and ciders at the new National Football Stadium at Windsor Park, which is currently undergoing redevelopment work.

IFA president Jim Shaw said: “The Irish Cup is the centrepiece of our local game and with this new partnership I look forward to seeing the competition go from strength to strength in the coming seasons.”