Morrisons has confirmed that it will not be renewing its sponsorship of the Scottish national football team when its contract runs out in July.
The retailer inherited the four-year contract to be a main sponsor of the Scottish national football team when it acquired Safeway in 2004.
However, Morrisons said that although sponsorship of professional sport had never been part of its marketing strategy, it had been happy to honour the commitment.
Michael Bates, marketing services director for Morrisons, said that the multiple would focus on building its presence in Scotland through other advertising and promotional channels. “We have enjoyed and benefited from our association with Scotland’s national football team and wish them well for the future.”
He added: “We have advised the Scottish Football Association that Morrisons is interested in continuing to offer match tickets through its stores and we will be talking to them about the possibility of taking this relationship forward.”