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Now Tennent's and the SFA "after cordial discussions" have announced they are ending their relationship.Tennent's stress that the decision to end their sponsorship deal with the SFA had been taken after the deal with the Old Firm was concluded and could have continued despite the partnership with two clubs who display intense rivalry on and off the field of play.The company said it had explored "a number of options" with the SFA but it became clear that the governing body wanted to explore other avenues.SFA president and acting chief executive George Peat said: "The relationship between the Scottish FA and Tennent's has been one of the most enduring in the game in this country."It has also been one of the most enjoyable and mutually beneficial."It has been a pleasure working with Tennent's, but we leave on the best of terms."These are exciting times for the Scottish FA, with a new manager, a new kit and a new ethos."In keeping with this, we have a new approach to sponsorship and commercial activity and hope to make the first announcement on this soon."Tennent's says it has invested more than in Scottish football and "fan focused activity" since 1974, principally as sponsor of the Scottish Cup and more recently as the main sponsor of Scotland's national teams.Its investment in Scottish football dates back to its support of the World Cup squad in 1974, an association that continued through participation in the 1978, 1982 and 1986 finals.The company sponsored the Scottish Cup from 1989 until 2007 and its sponsorship of the Scottish national side commenced in October 2006 and covered the Euro 2008 and 2010 World Cup qualifying campaigns.Tennent's contract with the Old Firm, believed to be worth up to per year to each club, will see the company's name displayed on the jerseys.It replaces a similar deal with Carling that runs out this summer with Scottish champions Rangers and runners up Celtic.Tennent's says it has "a number of innovative marketing activities currently in the pipeline" with the two clubs.Mike Lees, managing director of Tennent Caledonian Breweries, said: "We are very proud of our longstanding investment in Scottish football over the years."We like to think that Tennent's status as an iconic brand has been good for the Scottish game too."I would like to thank the Scottish FA for being such a collaborative partner and all Scotland fans for sharing our journey."As one of Scotland's proudest supporters, it goes without saying that we wish the national side every success in the Euro 2012 campaign and beyond. The BBC is not responsible for the content of external sites. Read more.This page is best viewed in an up to date web browser with style sheets (CSS) enabled.
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