One of the UK’s most iconic soft drinks brands, IRN-BRU, has today become the Official Soft Drink Partner of The Football League.

The three-year deal involves clubs across the Sky Bet Championship, Sky Bet League 1 and Sky Bet League 2 and will kick-off during this year’s Sky Bet Play-Offs.Adrian Troy, Head of Marketing at A.G. Barr, said: “IRN-BRU has always been a big supporter of football but this landmark deal signals our biggest season yet.“We’re delighted to be partnering with The Football League to build on the popularity of our brand in England and to share our passion for football with fans and their communities right across the country.”Shaun Harvey, Chief Executive of The Football League, said: "We are delighted to be entering into a partnership with a brand that is as well established and popular as IRN-BRU. I am sure our clubs will welcome the opportunity to work with a company that has such a successful track record in football sponsorship."Ben Wright, Commercial Director at The Football League, 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.”The new partnership with The Football League is the biggest ever for IRN-BRU in terms of its scale and enhances IRN-BRU’s rich heritage of sports sponsorship which also includes the Scottish Professional Football League (SPFL).