Scottish Cup support continues as Isuzu extends sponsorship

Isuzu will remain as the Official Commercial Vehicle Partner of the Scottish Gas Men’s Scottish Cup for another three seasons, extending a successful collaboration with the Scottish Football Association until the end of the 2027/28 season.

The renewed agreement sees Isuzu continue its backing of the historic cup competition, which was first contested in 1873 and remains the oldest trophy in association football. The extension builds on an existing three-year partnership that began in 2022, during which time Celtic lifted the cup twice and Aberdeen ended a 35-year wait for glory with a dramatic shootout win in the 2025 final.

The partnership reflects Isuzu’s broader strategy of supporting grassroots and domestic football across the UK. Alongside the Scottish Cup, the company backs the Clearer Water Irish Cup in Northern Ireland and holds title sponsorship of both the FA Vase and FA Trophy in England.

George Wallis, head of marketing at Isuzu UK, said the extension underscores the brand’s respect for the competition’s history and significance. “After three years of the partnership launched in 2022, we understood the prestige and significance of this competition in the history of Scottish football, and it is a great privilege to extend our partnership for the following three seasons.”

Michael Chisholm, head of partnerships at the Scottish FA, added: “Consolidating our strong relationship with Isuzu, with its commitment to driving domestic football initiatives across the UK forward, we look forward to the upcoming season with The Pick-Up Professionals as partners.”

As with previous years, the sponsorship will see branding across fixtures and matchday activations, alongside the use of Isuzu D-Max pickup trucks in support roles around the tournament.