AG Barr’s functional drinks brand, Boost, has agreed a multi‑year partnership to become the exclusive Official Sports & Energy Drink of the Betfred Super League.
The tie‑up spans the 2026 season and beyond and will see Boost take dual status across the competition as both Official Sports Drink and Official Energy Drink, as well as Principal Partner of the Boost Try of the Month. Activity will include matchday activations, giveaways, advertising including pitchside LEDs, on‑pack promotions, retailer engagement and community support.
The Betfred Super League features 14 elite rugby league clubs from England and France. The 2026 campaign opens on Thursday 12 February, when newly promoted York Knights host treble‑winning champions Hull KR.
Lisa McKenna, Brand Director at AG Barr, said: “Rugby league is known for its no‑nonsense, down‑to‑earth simplicity, which is what Boost is about: providing functional power for everyday moments. The fans power the players, who power the game, and our role will be to fuel both so they can go the 80 minutes and beyond.”
