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Irn-Bru links up with England’s Football League

Soft drinks brand Irn-Bru has signed up as an official partner of the Football League, which operates the three divisions below the English Premier League.

Irn-Bru will service as the official soft drink of the Football League and will operate across the country’s second-tier Championship, third-tier League One and fourth-tier League Two. The agreement will be activated during this year’s end-of-season play-off campaign.

The new partnership represents the largest ever commercial deal for Irn-Bru in terms of its scale and enhances the brand’s portfolio of sports sponsors which already includes the Scottish Professional Football League.

Ben Wright, the Football League’s commercial director, said: “Having seen the strength and personality of Irn-Bru’s activation history, we felt a partnership would deliver the perfect fit, and activation platform, to drive the visibility and engagement of both brands to fans right across the country.”