Football Shirt Culture.com

We revealed last month that Celtic and Rangers, currently sponsored by Carling, were close to agreeing a deal with Tennent's, thought to be worth £1.5 million a year.

Celtic have today announced a new multi-million pound three-year shirt sponsorship deal with Tennent’s Lager. The new partnership will launch in summer 2010.

Celtic Chief Executive, Peter Lawwell, said: “Celtic Football Club is delighted to enter into this new partnership with Tennent’s, a brand which has become synonymous with football.

“In very challenging times for Scottish football, it is fantastic that Tennent’s has maintained its high level of commitment to the game in Scotland, something they should be applauded for.

“This sponsorship provides important revenue for Celtic over the next three years, which will contribute to our continued investment in the football squad. We are sure this partnership with Tennent’s will be most beneficial.”

The deal will continue Tennent’s unrivalled 35-year heritage of investment and support for football in Scotland, including an 18-year association with the Scottish Cup, the popular ‘Tennent’s Sixes’ and most recently as sponsor of the Scotland National side. And the new sponsorship deal will also see Tennen’t Lager sponsor Rangers.

Tennent’s Managing Director, Mike Lees, is confident that the partnership will secure and extend Tennent’s position as Scotland’s leading lager brand and football supporter.

He said: “Football is a national obsession in Scotland and we believe this partnership with Scotland’s biggest and most successful football clubs takes our long-held strategy of sponsorship and investment in the game to the next level.

“We are very much looking forward to working with the clubs and their fans, and to an exceptional year for the brand in 2010.”