The Irish Football Association (IFA) has signed up Sadler’s Peaky Blinder Lager as title sponsor to its leading cup competition.
The agreement will run for five years and replaces the deal previously struck with Tennent’s Lager, which held the naming rights to the tournament between 2015 and 2019.
The brand assumes the role ahead of the fifth round of the 2019-20 edition of the tournament which begins on January 4, 2020. It will now be known as the Sadler’s Peaky Blinder’s Irish Cup.
The deal extends Sadler’s extensive presence across football in Northern Ireland. It already sponsors the country’s men’s and women’s national sides, as well as one of its most successful club sides, Linfield.
The company also hold sponsorship contracts with Midlands-based English Championship sides West Bromwich Albion and Birmingham City.
This season’s edition of the Irish Cup will conclude with its final at Windsor Park in May 2020.