AG Barr has confirmed two rugby-based partnerships in the UK for its Irn-Bru soft drinks brand.

The Scottish company said late last week that Irn-Bru has secured official soft drink sponsor status with the rugby league until 2010, while the brand will also sponsor broadcaster Sky Sports' Super League coverage for 2009.

The two deals, financial details of which were not disclosed, will result in Irn-Bru reaching over 10m viewers through the 60 live games broadcast during the season, the company said.

"Irn-Bru is enjoying strong growth in the market and with these two new partnerships we look forward to another successful year," said AG Barr's head of marketing, Adrian Troy. "We are delighted to be associated with Super League and Sky Sports and this coming year promises to be exciting."

Paul Kimberly, commercial director at Rugby Football League, added: "It's fantastic news that our long-standing relationship with AG Barr will to continue for at least another two years thanks to this contract extension."

Irn-Bru joins two other AG Barr brands which partner with rugby league in the UK. Strathmore Spring Water is the official water partner and Taut, which has branding on referees' shorts, is the official sport drink.