IRN-BRU in three year £3 million sponsorship deal with Scottish Football League

IRN-BRU, Scotland's favourite soft drink, is celebrating a winning result after announcing a three-year title sponsorship deal with The Scottish Football League. The deal, worth in excess of £3 million over the course of the sponsorship and comprised of both finance and added value activity, was unveiled at Hampden Park by A.G. Barr's Chief Executive, Roger White and newly appointed SFL Chief Executive, David Longmuir. Both parties referred to the new sponsorship agreement as a 'major contribution to the football landscape of Scotland', its clubs and its communities. Beginning officially when the season starts on 4th August, the sponsorship has been built to support the three divisions of the SFL which hold thirty clubs throughout the length and breadth of the country. Roger White commented on the opportunities presented by the deal: "The passion and commitment shown in Scotland towards football is inspiring and a great fit for IRN-BRU. We're looking forward to supporting the League and its member clubs in creative ways, working innovatively to support the game and connect with fans. This represents our biggest ever investment in a sponsorship. "Sponsorship in the football field presents a great opportunity for any company and no more so than with The Scottish Football League and IRN-BRU. This is where the lifeblood of Scotland's football lies - with grassroots dedication and lifelong, wholehearted support. IRN-BRU as an iconic brand, packed with heritage and with appeal across the generations, has natural parallels with The Scottish Football League and its member clubs by holding a position of strong affection in the hearts and minds of the people of Scotland. "We are not only proud to announce our sponsorship but approach it with the utmost confidence, enthusiasm and excitement." David Longmuir, Chief Executive of The Scottish Football League, also spoke in glowing terms about the benefits of the new agreement: "As the first Chief Executive of The Scottish Football League, I am proud and delighted to welcome one of Scotland's best loved and most iconic brands to the SFL family. IRN-BRU and The Scottish Football League are historic brands with powerful roots and relationships in communities throughout Scotland, and this partnership, for the next three years, will further enhance these relationships. "The Scottish Football League will work closely with IRN-BRU to promote and develop the game in Scotland using a range of initiatives which will be innovative, exciting and unique. "The SFL is moving forward with great confidence and pride, and this new partnership will benefit our clubs, our supporters and IRN-BRU's loyal consumers."   E&OE