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SBD Global/October 4, 2013/Marketing and Sponsorship

Scottish Professional Football League Signs Sponsorship Deal With Irn Bru

The Scottish Professional Football League "has signed a new sponsorship deal with Irn Bru believed to be worth a 'substantial six-figure sum,'" according to Chris McLaughlin of the BBC. The figure for Scottish-based beverage company AG Barr for their beverage to become the league's official soft drink "was confirmed by a SPFL source." But the league "is continuing its search for a main sponsor." SPFL CEO Neil Doncaster said, "It is a very positive sign to the market that such a strong brand has invested in the new SPFL set-up." Doncaster revealed "the search for a title sponsor of the Scottish Professional Football League and League Cup continues but refused to put a time scale on any announcement." He said, "We remain in discussions with a number of different bodies around League title sponsorship and also League Cup sponsorship" (BBC, 10/3). In Glasgow, Gregor Kyle reported the agreement between AG Barr and the SPFL "means that IRN-BRU’s long-standing association with the national game will continue, having already enjoyed six years as title sponsor of the Scottish Football League" (DAILY RECORD, 10/3).
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