Scotland’s leading drink brand, IRN-BRU is now the official sponsor for the English Championship League One and League Two.
The head of marketing at AG Barr, Adrian Troy mentioned that the iconic drink brand has always been a supporter of football and this sponsorship signals the biggest season by far for the company.
The brand is also extremely delighted to partner with the leading football league and aspires to build the popularity of the drink brand in England and share their passion of football with fans and communities across the country.
Beginning of a Great Season
The three year old deal signed by IRN-BRU will kick off with this year’s play-off matches. The deal involves clubs across the Sky Bet League 1, Sky Bet League 2 and Sky Bet Championship.
This famous drink is already known to be the official soft drink partner of Scottish Professional Football League (SPFL), but the league had struggled to find a sponsor that aligns with the title of the league.
IRN-BRU had a previous lower league sponsorship that ended in 2013, along with Clydesdale Bank’s sponsorship of the top flight.
After that, there was no league sponsorship for the entire Scottish football.
Growing the Brand Image
This new deal with the football league is known to be the biggest ever for IRN-BRU. A spokesperson from the company was noted saying that the brand is a long-standing supporter of Scottish football and the brand extends its support across all four divisions as the official soft drink partner of SPFL.
Since the fizzy drink is available in England and Scotland, it is important for the brand to raise awareness in the UK as part of their long-term growth strategy.
The chief executive of the football league, Shaun Harvey mentioned that they are delighted to enter a partnership with an established and popular brand like IRN-BRU.
He believes that the clubs will welcome this wonderful opportunity to work with a company known for its exceptional track record in the field of football sponsorship.
Ben Wright, the commercial director at the league also said that the partnership with IRN-BRU will deliver the perfect fit for their league.
The strength and personality of the brand’s activation history supports their image and aligns well with the league’s sponsorship requirements. The partnership would be a great activation platform to drive engagement and enhance visibility of both the brands to all football fans across the country.
Football and Drinks
Soft drinks are always known to be well-associated with sports as many sportsmen endorse these products and they are often seen as energy boosters for the sportsmen.
Football and IRN-BRU have a long connection and with this sponsorship, they are definitely on the right track to connect with prospective customers and enhance their brand image.
This partnership with the football leagues is the biggest ever deal for IRN-BRU in terms of the scale and it helps enhance the rich heritage of the brand’s sports sponsorship, which also includes the famous SPFL.
The football fever is surely getting higher and hotter this season!