SFA delighted by Diageo backing

Scottish Football Association chief executive David Taylor believes the sponsorship deal with Diageo for the Euro 2008 bid enhances an already well-established link between the firm and Scottish football.

International drinks firm Diageo own Guinness and Bell’s whisky, who have put their name to the Scottish Football League.

Now Taylor predicts the support of the drinks giant - and their links with football north of the border - can help secure the bid’s success.

Taylor said: ‘‘Everyone in Europe knows brands such as Johnnie Walker and Guinness and here in Scotland we are all aware of Bell’s involvement with football.

‘‘This sponsorship is the perfect fit and it will certainly enhance the profile of Scotland and Ireland’s bid.

‘‘We are delighted they have joined BT Scotland in supporting our bid.’’

Scottish sports minister Mike Watson believes the sponsorship deal with such a major firm will now give substantial credence to the 2008 bid which is believed to be running neck-and-neck with the Austria/Switzerland bid.

Watson said: ‘‘The support of a company such as Diageo, with a stable of internationally renowned brands adds a great deal of credibility to the bid.

‘‘The company has a strong association with both Scotland and Ireland and this partnership has a great synergy.’’

The sponsorship was also welcomed by Taoiseach, Bertie Ahern.

He said: ‘‘The joint Scotland and Ireland bid for Euro 2008 keeps going from strength to strength.

‘‘The full support of the private sector is a strong element of the bid and we are delighted that Diageo have committed their support to our Euro 2008 bid.

‘‘With their strong association with both Scotland and Ireland this partnership is an obvious fit.

‘‘We are delighted that they have joined the bid.’’

The UEFA inspection team will be visiting Scotland and Ireland between September 16 and 20 to compile a detailed report on the joint bid.