Npower Championship side Preston North End have announced Tennent Caledonian Breweries as the club’s first team shirt sponsor from the start of the 2010/11 season in a three-year-deal.
Tennent's has offered its financial backing to support the club through a period of change which aims to rebuild the famous Club and make one of the great names of British football successful once again.
The club will benefit from a cash injection of around £1m over the three year sponsorship.
Mike Lees, Managing Director of Tennent Caledonian Breweries, said: “When Tennent’s Lager was founded in 1885, Preston North End was already five-years-old, so both these institutions each enjoy a great deal of history and heritage.
“And as the brewers of Scotland’s favourite pint and a longstanding supporter of Scottish football, we can’t help but notice the Scottish connections with Preston North End – five Scottish managers since 1998; a Scottish captain in Callum Davidson and the club where Scottish football legend Bill Shankly played on more than 300 occasions.
“Our sponsorship of Preston North End gives us a unique opportunity to associate Tennent’s with one of the Football League’s most prestigious clubs while, at the same time, supporting our aim of expanding Tennent’s Lager in the North West of England.”
Recently appointed Preston North End chairman Maurice Lindsay expressed his gratitude for the support from Tennent’s. He said: “This is a fantastic deal for Preston North End. As one of the most northern English clubs and with our fantastic connections with Scotland throughout our successful history, a partnership with a big brand like Tennent’s is one we are very pleased to be entering into.
“The new deal is a financial boost to us over a three-year period and I look forward to a long and fruitful partnership with this dynamic company.
“I very much look forward to toasting our first win of the new season with a pint of Tennent’s.”
Existing shirt sponsors Enterprise have agreed to step aside from the final year of its first team sponsorship deal to allow North End to enter into the new deal with Tennent’s.