Irn-Bru adds fizz to revamped Challenge Cup
9th June 2016
IRN-BRU, Scotland’s other national drink, has today agreed the biggest signing of the summer as it was 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, IRN-BRU’s long-standing backing of the beautiful game will continue, with a three-year sponsorship of the Cup which this season also celebrates a fresh and exciting new format.
As revealed yesterday, the new cup 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 with teams from the Highland and Lowland Leagues (four each) and all Ladbrokes Premiership under 20 teams (12) also joining to compete for the first ever national IRN-BRU Cup.
Adrian Troy, Head of Marketing at IRN-BRU, 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!
“After a ten-year relationship with Scottish football, we are proud to announce our continued support by signing as the new title sponsor of the IRN-BRU Cup.
“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!”
Neil Doncaster, SPFL Chief Executive, said: “This is another exciting day for Scottish football and we are thrilled that IRN-BRU, one of Scotland’s most celebrated brands, is supporting us on the journey. In addition to this significant sponsorship boost, the announcement of the exciting new format of the IRN-BRU Cup again shows that Scottish football has the confidence to innovate and introduce fresh ideas to our competitions.”