Tennent’s Time to Dream Campaign Celebrates the World Cup
Michael Hemsworth — May 26, 2026 — Marketing
References: fifa & scottishgrocer
The Tennent’s Time to Dream campaign has been announced by the Scottish lager brand as a kickoff to the FIFA World Cup 2026 celebrations that mark the upcoming matches with special offers for consumers.
The campaign will see the brand launching a TV commercial starring Rory McCann that centers around the World Cup alongside a digital and outdoor advertising campaign. The brand will be introducing a range of POS materials alongside an on-pack promotion for its eight, 10, 12 and 15-packs of lager. This will give fans the chance to win a Scotland '26 Squad signed shirt with a match day experience at Hampden Park with a football start with thousands of additional prizes up for grabs.
Senior Brand Manager Hazel Alexander spoke on the Tennent’s Time to Dream campaign saying, "Scotland has waited a long time for this moment, and we wanted to capture what it really feels like. ‘Time to Dream’ is about the belief supporters have carried for nearly three decades – the hope, the heartbreak and the pride. This campaign is for everyone who’ll be watching together this summer."
The campaign will see the brand launching a TV commercial starring Rory McCann that centers around the World Cup alongside a digital and outdoor advertising campaign. The brand will be introducing a range of POS materials alongside an on-pack promotion for its eight, 10, 12 and 15-packs of lager. This will give fans the chance to win a Scotland '26 Squad signed shirt with a match day experience at Hampden Park with a football start with thousands of additional prizes up for grabs.
Senior Brand Manager Hazel Alexander spoke on the Tennent’s Time to Dream campaign saying, "Scotland has waited a long time for this moment, and we wanted to capture what it really feels like. ‘Time to Dream’ is about the belief supporters have carried for nearly three decades – the hope, the heartbreak and the pride. This campaign is for everyone who’ll be watching together this summer."
Trend Themes
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Sports-branded Alcohol Promotions — Fan-targeted beer collaborations and licensed merchandise tie beverage purchases directly to sports fandom, creating new value-exchange models between brands and supporters.
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Experiential On-pack Rewards — Physical packaging that contains tickets, exclusive access, or collectible experiences elevates the pack from commodity to gateway for live-event engagement.
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Multi-channel Nostalgia Campaigns — Campaigns that combine TV, outdoor, digital and celebrity talent to evoke collective memories and national pride redefine emotional resonance in mass-market advertising.
Industry Implications
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Alcoholic Beverage Retail — Retailers stocking themed multipacks and POS activations become platforms for experiential commerce that shift purchasing decisions from price-driven to experience-driven.
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Outdoor and Digital Advertising — Integrated outdoor-digital media buys tied to major sporting events enable hyper-contextual messaging opportunities that reshape audience reach and attribution models.
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Sports Hospitality and Events — Event operators and venues packaging VIP match-day experiences with consumer goods open new bundled revenue streams that merge retail promotions with live entertainment.
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