AG Barr, Scotland’s leading soft drink producer, has struck a deal to become the official soft drink partner of Scottish Rugby, as it looks to extend its sports sponsorship following the conclusion of the Commonwealth Games.
As part of the agreement, the drinks group will sponsor Scotland 7s team and the country’s two professional clubs, Glasgow Warriors and Edinburgh Rugby, for the next two seasons. This will see AG Barr brands including Irn-Bru, Strathmore water and Barr Cola, promoted by the sides.
Players will be supplied with Strathmore water and the whole Barr range will be on sale at BT Murrayfield and Scotstoun Stadiums.
Adrian Troy, head of marketing at AG Barr, said: “We’re delighted to be partnering with Scottish Rugby because rugby has always had a special place in the hearts and minds of Scots.
“We hope that across our portfolio of brands, we can play our part in continuing to build participation and involvement with the sport. The rugby sevens at Glasgow 2014 was one of the real highlights of a phenomenal Commonwealth Games so it’s a great time for us to be getting involved.”
Dominic McKay, director of commercial operations, communications and public affairs for Scottish Rugby, said: “We’re delighted to welcome AG Barr to our growing portfolio of commercial partners. The provision of water through Strathmore is important for all our teams as hydration plays a key part in players’ well-being.
“Irn-Bru, in all its manifestations, is an iconic Scottish product, enjoyed by many, and there’s considerable synergy in its new relationship with Scottish Rugby.
McKay added: “Irn-Bru is renowned for being a fantastic supporter of Scottish sport and for bringing its unique personality to everything it does. We’re looking forward to working together to take rugby to a new audience.”
This comes after AG Barr brand Irn-Bru released a thank you ad last week to commemorate its official partnership with the Glasgow Commonwealth Games.