Safeway is flying the Scottish flag with a £5.1m four-year deal to sponsor the Scottish national football team. The deal also covers the women's team and the under 21s and represents Safeway's first stab at sports related sponsorship activities. Safeway md Jack Sinclair said: "Because Scotland is so important to us and because football is so important to Scotland, it's good sense." Safeway has traditionally been the market leader in Scotland, although an aggressive store opening programme by Tesco recently propelled it into first place. The sponsorship deal will support Scotland through a European Championship qualifying programme and the World Cup campaign in 2006. Along with Safeway branded shirts and banners at football grounds, the deal will involve instore merchandising activities, NPD, promotions and player appearances. Scottish Football Association president Jack McGinn said: "I am particularly pleased that Safeway, hugely committed to Scotland, is backing all our of representative teams." {{NEWS }}