News
Marketing can change the world

A.G. Barr agrees new three year sponsorship with Scottish Rugby ahead of Six Nations

A.G. Barr will be an official Scottish Rugby sponsor for the upcoming Six Nations after the soft drinks company agreed a three year deal.

A.G. Barr Scottish Rugby

As official soft drink partners of Scottish rugby a range of A.G. Barr’s brands including Irn-Bru, Strathmore Water and Barr Cola, will support the Scotland national team, Scotland 7s team and the country’s two professional clubs, Glasgow Warriors and Edinburgh Rugby.

The deal builds on a successful 18-month partnership between the drinks company and Scottish Rugby which has seen the brand’s Strathmore Water supplied to rugby athletes. As part of the deal A.G. Barr soft drinks will be sold at the 67,800 capacity BT Murrayfield stadium and Scotstoun Stadium in Glasgow.

Adrian Troy, head of marketing at A.G. Barr, said it was an “exciting time to be part of Scottish Rugby.”

Scottish Rugby’s head of marketing and sponsorship, Toni Blackhurst, added: “We are proud to be associated with such an iconic Scottish brand and look forward to working with A.G. Barr over the next few years”.

The timing of the deal comes as a huge boost for A.G. Barr who will benefit from the huge audience numbers that the Six Nations will draw in when it kicks-off this Saturday (6 February).

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.

Tony Connelly

I cover media, marketing and sponsorship news within the sports industry. This not only includes breaking news but writing feature pieces with insights from experts in the sports marketing world.

All by Tony