By David Owen
March 25 – One of Scotland’s best-known brands is becoming a sponsor of England’s Football League. Irn-Bru, the distinctive orange-coloured fizzy drink whose publicity materials once claimed it was “made in Scotland from girders”, will be the official soft drink partner of the body overseeing the second, third and fourth tiers of English football, in a three-year deal beginning during this year’s season-ending play-offs.
The brand, which is produced and marketed by A.G.Barr plc, already sponsors the Scottish Professional Football League. Terms of the new deal were not disclosed, but it was said to be “the biggest ever for Irn-Bru in terms of its scale”.
Adrian Troy, A.G.Barr’s head of marketing, said the brand had always been a big supporter of football, “but this landmark deal signals our biggest season yet”. He went on: “We are 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, Football League chief executive, said the league was “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.”
A.G.Barr, whose other brands include Rubicon and Strathmore Water, this week announced a 10% advance in annual profit before tax and exceptional items to £41.9 million on turnover of £260.9 million.
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