Irn-Bru has been unveiled as the new headline sponsor of the revamped Scottish Challenge Cup – which will be renamed the Irn-Bru Cup.
Following a decade of support for Scottish football, the brand’s backing of the beautiful game will continue with a three-year sponsorship of the Cup.
The new competition has been given extra fizz for the forthcoming 2016/17 season with the introduction of two teams each from the Welsh Premier League and Northern Ireland Football League. Teams from the Highland and Lowland Leagues (four each) and all Ladbrokes Premiership under-20 teams (12) are also joining to compete for the first ever national Irn-Bru Cup.
Adrian Troy, Head of Marketing at AG Barr, said: “We are very excited about the new Irn-Bru cup format and the opening up of the competition cross-border – bringing more of the home nations in!
Never one to shy away from a terrible pun, Troy added: “As a brand which never does things by two halves, we can’t wait to kick-off a BRU-tiful partnership and have a lot of fun along the way!”