Irn-Bru named as new title sponsor of the Challenge Cup

The new Irn-Bru Cup is launched by Adrian Troy from AG Barr, left, and SPFL chief executive Neil Doncaster. Picture: Jeff Holmes

The soft drink takes over from oilfield services company Petrofac.

It was announced on Wednesday that next season’s tournament will feature for the first time two teams each from the Welsh Premier League and Northern Ireland Football League.

In addition, all 12 Ladbrokes Premiership side will enter their under-20 team in the Irn-Bru Cup along with four clubs each from the Highland and Lowland Leagues.

The Irn-Bru deal means all Scotland’s senior domestic club competitions have a sponsor, with the Challentge Cup the only tournament that is not backed by a bookmaker.

Irn-Bru used to sponsor the Scottish Football League and Adrian Troy, the club’s head of marketing, 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.”

Neil Doncaster, SPFL chief executive, said: “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.”