A.G. Barr "has been unveiled as official soft drink partner of Scottish Rugby for the next three years," days ahead of the Scottish national team kicking off its RBS Six Nations campaign, according to the HERALD SCOTLAND.
The three-year deal "will see Barr’s brands -- including Irn-Bru, Strathmore Water and Barr Cola -- support the Scotland national team, Scotland 7s team, Glasgow Warriors and Edinburgh Rugby."
It "follows a successful 18-month partnership, which has seen the company supply more than 200,000 bottles of Strathmore to rugby athletes" (HERALD SCOTLAND, 2/2). THE DRUM's Tony Connelly wrote the timing of the deal "comes as a huge boost" for A.G. Barr which will benefit from the huge audience numbers that the Six Nations will draw in when it kicks-off this Saturday.
Last year 24 million people "viewed the BBC’s coverage of the tournament and while that number will be split with ITV this year following a new broadcast deal, it is expected to grow across both channels following Scotland’s successful run in the recent Rugby World Cup" (THE DRUM, 2/3).
