IRN-BRU, Scotland’s favourite soft drink, and The Scottish Football League have announced that their partnership will continue for another three years, until the end of season 2012/13.

The new deal was unveiled at Hampden Park by A.G. Barr’s Head of Marketing, Adrian Troy, and SFL Chief Executive, David Longmuir.  The agreement, which will commence at the start of the 2010/11 season, is worth in excess of £3 million over the course of the sponsorship and will comprise of both financial investment and added value activity.

Both parties announced that they are looking forward to continuing to build on the investment and development the previous sponsorship deal has provided at grassroots level and also promised fans that there will be several exciting new initiatives introduced during the new sponsorship in which they can get involved with to help their local club.

Adrian Troy commented: “We are delighted and proud to be extending our sponsorship of The Scottish Football League Championship.  The SFL and IRN-BRU are a great partnership for one another with their shared strong Scottish heritage and community involvement.  The partnership over the last two and a half years has proved a very successful one for us, helping us build IRN-BRU at a national but also a community level.

“We hope that we have been able to make significant contribution to the League not only through financial support but also throughout marketing and promotional activity.  We look forward to working with the SFL over the next three years and we are already working on a range of exciting new initiatives, which clubs and fans nationwide can enjoy.”

David Longmuir, Chief Executive of The Scottish Football League, said: “On behalf of myself and The Scottish Football League, I am delighted Scotland’s best loved and iconic brand, IRN-BRU, will continue to support the League.  The two brands have a long and established history in Scotland and are a part of daily life for many people throughout the country.  It is fitting that this successful partnership will continue.

“Our partnership with IRN-BRU has worked hard to promote and develop the League in communities throughout the country and I am sure clubs and fans across the country welcome this exciting news.  I look forward to continuing our hard work with IRN-BRU and to more exciting and innovative campaigns ahead.