Lomond Audi Group partners with the Old Firm SPL clubs

19 August 2010 | Posted in Sponsorship, Soccer, Europe, | By Michael Long

The Lomond Audi Group, which operates the Glasgow, Edinburgh, Stirling and Ayr branches of the German car manufacturer Audi, has entered a new multi-million dollar sponsorship deal with the Scottish Premier League soccer clubs Celtic and Rangers.

Under terms of the new deal, a fleet of Audi cars will be provided for players, management and back room staff will of both Celtic and Rangers.

The combined total revenue expected to be shared between Celtic and Rangers is worth in excess of US$4.5 million, however, the deals duration with the two Old Firm remains unknown.

Lomond Audi Group sales and marketing director, Derek Clelland, said, "Our sponsorship of Celtic and Rangers is a great opportunity for Lomond Audi to enhance awareness of our centres in Glasgow, Edinburgh, Stirling and Ayr and fits with our objective to promote the Audi brand throughout Scotland.

Audi is a premium brand with considerable sporting pedigree and is already heavily associated with leading football clubs such as Manchester United and Bayern Munich. Consequently Lomond Audi's partnership with Scotland's two premier teams is a great fit and creates the commercial opportunity to increase the number of new and used cars we sell in Scotland," Clelland added.

Martin Bain, Rangers chief executive, said, "Lomond Audi has established a well-earned reputation of excellence and we are delighted to welcome them to our sponsorship portfolio as the Club's official vehicle supplier. Lomond Audi are investing heavily in their brand, utilising the power of football and Rangers and I am confident our association will benefit both parties. This club prides itself on developing long and fruitful partnerships and we look forward to a prosperous and mutually beneficial relationship."

Celtic chief executive, Peter Lawwell, said, "“We are delighted to enter this new partnership with Lomond Audi, an organisation which is a leader in its field. Lomond Audi has a track record of quality and success and we are very pleased, in a difficult market, to agree such a significant deal. We see this new partnership as one which will deliver great benefit to all parties and we look forward to enjoying a successful relationship.”

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Contract Details

  • Overall value: US$4.7 million
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