Irn-bru Partners With The Football League

IRN-BRU has become the official soft drink partner of The Football League in a three-year deal, kicking off with this year’s Play-Offs.

The partnership will cover the Sky Bet Championship, League One and League Two, and expands the drinks brand’s sports sponsorship portfolio which also includes the Scottish Professional Football League.

IRN BRU also backed the Glasgow 2014 Commonwealth Games, which saw the Scottish company shortlisted three times at the BT Sport Industry Awards 2015.

Adrian Troy, head of marketing at A.G. Barr, said: “IRN-BRU has always been a big supporter of football but this landmark deal signals our biggest season yet.

“We’re delighted to be partnering with The Football League to build on the popularity of our brand in England and to share our passion for football with fans and their communities right across the country.”

Shaun Harvey, chief executive of The Football League, added: “We are delighted to be entering into a partnership with a brand that is as well established and popular as IRN-BRU. I am sure our clubs will welcome the opportunity to work with a company that has such a successful track record in football sponsorship.”

Ben Wright, commercial director at The Football League, commented: “Having seen the strength and personality of IRN BRU’s activation history, we felt a partnership would deliver the perfect fit, and activation platform, to drive the visibility and engagement of both brands to fans right across the country.”