The Football League has agreed a sponsorship deal with Irn-Bru, reports, www.sportspromedia.com/. The AG Barr-owned Scottish brand will replace Coca-Cola as the official soft drink of the second, third and fourth tier of English professional soccer.
Financial terms were not released but the deal was described as the biggest ever for Irn-Bru, which has a similar agreement in place with the Scottish Professional Football League, and was the title sponsor of the Scottish Football League until its merger with the Scottish Premier League in 2013.
AG Barr head of marketing Adrian Troy 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, the chief executive of the Football League, added: "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."
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