Latest News

alt description

Friday 19th August 2005

Press Release



The Scottish Football League (SFL) and Diageo Great Britain announced today that Bell's sponsorship of the Scottish Football League Championship and Bell's Cup Competition will not be renewed when the current deal ends in May 2006.

Peter Donald, Secretary of The Scottish Football League commented:

"The Scottish Football League greatly appreciate the support football has received from Bell's over the years. We have built up a strong relationship, and while we are disappointed that the current sponsorship is not being renewed, we respect the decision, and will continue to work with Bell's to ensure the final season is a memorable one."

Iain MacDonald, Bell's SFL sponsorship manager at Diageo Great Britain added:

"It's been a very successful sponsorship deal. Bell's and the SFL have both taken a lot out of it. However, we feel it is now the right time to move on.

"We wanted to give the SFL as much notice as possible of our decision. As we move into the last year of the current deal, they now have some time to consider their options. We have a great relationship with the SFL and are fully committed to assisting them in whatever way we can, as they work to attract a new sponsor from season 2006/07.

"During the final season of our sponsorship (August 2005 – May 2006) we will continue to support the SFL and invest in the sponsorship as we have done in previous seasons. Scotland continues to be an important market for Bell's, and we are currently investigating other marketing opportunities for Bell's in Scotland."

Notes to editor

Bell's Scotch whisky have sponsored the Scottish Football League (SFL) and Bell's Cup since 1999.

By the end of the sponsorship in May 2006, Bell's will have supported the SFL sponsorship for seven years, investing a total of over £5 million.

All brands mentioned in this news release are trademarks and are registered and/or otherwise protected in accordance with applicable law.

Media enquiries:

The Scottish Football League

Tel. No: 0141-620-4160

Fax. No: 0141-620-4161

E-mail: [email protected]

Diageo Great Britain

Consumer media

Euro RSCG Biss Lancaster

Telephone: 0131 524 1500

Email: [email protected]

Trade & Marketing media

Mercieca PR

Telephone: 0207 482 8575

Email: [email protected]