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UK: AG Barr hooks Irn-Bru up with Scottish Football League

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AG Barr has signed a three-year deal with The Scottish Football League, making its Irn-Bru brand the official sponsor.

The company said today (23 July) that the deal, worth in excess of GBP3m (US$6.17m), will begin on 4 August and support the three divisions of the SFL.

AG Barr's chief executive Roger White said: "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."

SFL chief executive David Longmuir added: "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."

AG Barr recently invested GBP1m ($2m) in the launch of a new 330ml can size for its Irn-Bru 32 energy drink. The move followed the news that overall revenue in the three months from the end of January to the end of April was up by 21% compared with the same period last year. Stripping out proceeds from the Strathmore water business, which was acquired in June last year, revenue increased by 11%.


Sectors: Soft drinks, Water

Companies: AG Barr

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