Irn-Bru to continue its deal with SFL until 2013

THE Scottish Football League has received a massive boost after the sponsor of their three leagues, soft drinks company Irn-Bru, agreed to continue its backing for a further three years until the end of season 2012-2013.

The deal is worth 3million to the SFL and its 30 member clubs over the three-year term and is made up of a component of cash, that is split between the main leagues and support for youth development, along with backing with other activities such as promotional material and monthly awards.

It is believed that the cash element represents nearly half of the total sponsorship deal and is an increase of 20 per cent on the original deal struck in 2007.

SFL chief executive David Longmuir said: "This is wonderful news for everyone associated with the SFL and increasing the cash element is a marvellous commitment in what is a difficult time for football in the UK.

"Hopefully this will give our clubs an element of stability over the coming years."

As well as cash to help hard hit clubs Longmuir welcomes the positivity that comes from being associated with the iconic Scottish soft drink

He added: "This deal cements the relationship that the SFL has with a company that Scotland and Scottish people love.

"It is our other national drink and Irn-Bru reaches out to our fans and that is a hugely important part of their sponsorship."

For Longmuir and his team the deal marked years of hard-work in keeping a major sponsor on board and he said: "It was a coup to get Irn-Bru on board three years ago and as soon as we did we started working with them to ensure they stayed on as a major backer.

"We have demonstrated that the SFL has delivered a lot for Irn-Bru and Irn-Bru have delivered a lot for us."

Head of marketing at Irn-Bru, Adrian Troy said: "The SFL has given us the opportunity to engage with football fans.

"Scots love their football, Scots love their football clubs and Scots love Irn-Bru so you can see why the relationship is so strong."

Troy added: "It was a very easy decision to make as our partnership with the SFL has been an integral part in Irn-Bru keeping our place as the nation's favourite soft drink ahead of other international companies that shall remain nameless that also produce soft drinks."

Longmuir added:, "We have on-going and positive discussions with our other sponsors such as The Co-operative Insurance and BBC ALBA.

"Today has certainly been a good day for the SFL and its clubs."