Football is in Tennent’s brand DNA, having been involved with the Scottish game in one form or other since the 1970s, and the objective of the Scotland National Sides sponsorship was to re-energise and strengthen Tennent’s emotional connection with football fans, which had showed signs of complacency at the end of its prior 18-year sponsorship of the Tennent’s Scottish Cup.

Tennent’s new football brand campaign, and rallying call to fans, centred on ‘Whatever It Takes, Wherever It Takes Us’, a sentiment reflecting the unwavering belief in our national football team.

Demonstrating Tennent’s commitment and understanding of what it means to be a Scotland fan, as main sponsor the brand was side-by-side with fans every step of the journey on the qualifying campaigns for Euro 2008 and the World Cup 2010.

My role was to ensure all of Tennent’s sponsor rights, assets, and access to the National Team, were utilised fully and optimised creatively to deliver a unified activation plan alongside the brand TV and press ATL campaigns. Working closely with our agencies, the Scottish Football Association, and the media, I led the delivery of responsive campaigns that reflected the national mood of hope, optimism, and belief, that was instilled in these qualifying campaigns.

I was also responsible for managing match-day activation, overseeing the delivery of stadium branding, ticketing and hospitality fulfilment, and alongside Tennent’s Head of Sponsorship I represented the brand travelling with the national side as part of the official SFA group.