“Irn Bru has always been a big supporter of football but this landmark deal signals our biggest season yet,” commented Adrian Troy, head of marketing at A.G. Barr.
“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.”
Ben Wright, commercial director at The Football League, said: “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.”
Shaun Harvey, chief executive of The Football League, added 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.”
The partnership is one of the biggest ever for Irn Bru in terms of its scale, enhancing the soft drinks brand’s rich heritage of sports sponsorship which also includes the Scottish Professional Football League (SPFL).