Drinks company AG Barr extended its three year involvement with the Rugby Football League, agreeing a new two year contract.
Under the deal, AG Barr’s Irn Bru drink, will replace DnB as the Official Soft Drink of Rugby League. Paul Kimberley, the RFL’s Commercial Director, said: “We are delighted that IRN-BRU has become the new sponsor and with its support, look forward to another successful year.”
Adrian Troy, Head of Marketing at IRN-BRU said: “IRN-BRU is extremely proud to be associated with the Super League. It’s great to see these prominent brands coming together and providing a strong platform for sport in the UK.
“We believe that these partnerships provide the perfect complementary associations to help promote the brand’s masculine persona and strength of character which we are sure will appeal to Super League fans.”
As part of AG Barr’s activation programme of the sponsorship, Irn Bru will appear on the break bumpers on all engage Super League games televised by Sky Sports during 2009. Irn Bru will also be looking at a range of match day activity that can be implemented at engage Super League clubs.
In addition to Irn Bru’s involvement in Rugby League, AG Barr’s Strathmore Spring Water will continue as the Official Water of Rugby League covering engage Super League, the Co-operative Championships and the England team. Throughout the 2009 season, AG Barr’s energy drink TAUT will also appear on the back of all engage Super League referee shorts.
