Designed by Scottish agency Stand, the umbrella brand will unify all Tennent's' football activity, including sponsorships such as that of The Scottish Cup.
It follows the lager brand's push to introduce Brazilian football game futsal to Scotland last summer.
The logo features a large 3-D red 'T' in the centre of a red and white football, which intends to reinforce consumers' association of the 'T' with the Tennent's brand. It will appear on packaging, point-of-sale activity, merchandising, tickets, perimeter boards, online as well as in ads.
According to Tennent's, the brand has no strapline as the proliferation of brands aligning themselves with football makes it difficult to introduce original wordplay.
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