Sport

Bell's leave Scots high and dry

The Scottish Football League predictably lost their main sponsors yesterday when Bell's, the distillers, decided not to renew…

By PATRICK GLENN
Wed Oct 01 1997 - 01:00

The Scottish Football League predictably lost their main sponsors yesterday when Bell's, the distillers, decided not to renew their current four-year deal.

The whisky company's decision was based on the uncertainty caused by the proposed secession from the League by the ten Premier Division clubs. That threatened break is understood to have cost £8 million in sponsorship.

The present agreement, due to expire at the end of this season, was worth £6 million and it is believed that the League's negotiations had all but secured a rise of £2 million for the renewal.

But Andy Neal, marketing director of Bell's, said: "The Bell's brand entered the sponsorship with the offer of stability in a new era for the game and the attraction of associatiing with 40 clubs, in four divisions, throughout Scotland.

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"The company had been close to agreeing a way ahead for the sponsorship with League secretary Peter Donald, but the announcement and follow-up news conferences with regard to the proposed breakaway have left it unclear exactly what we would be sponsoring."

The would-be separatists are due to meet with the League's management committee today to put some meat on the bones of the proposals they made a few weeks ago. So far, there has been dissatisfaction among the smaller clubs with what the top ten have actually revealed of their plans.

But, even if the proposed separation fails - it could, at least be prolonged for a damagingly long period if the top ten have to go to law to secure their objectives - it would be too late to resurrect Bell's interest in sponsorship.

Companies plan their marketing strategies years in advance and the whisky people will now turn their attention and their millions elsewhere.

"It's a disappointment, of course,' said League secretary Peter Donald, "but it's a bit too early to panic."

It is unlikely, however, that the League, who have rarely had difficulty in finding a sponsorship since commercialisation of the game began to grow in earnest 15 years ago, will attract any investors until the breakaway issue is settled.