SFL sign Irn-clad agreement for £3million sponsorship

Jul 26 2007

HAMILTON vice-chairman Les Gray hailed a new £3million sponsorship deal between the Scottish Football League and soft drink brand Irn-Bru as a step in the right direction.

Gray believes that the three-year deal paves the way for major backing of the SFL Challenge Cup, and the formation of a TV deal.

It is believed that production company TWI hold the rights for the next couple of seasons, and Gray hopes an arrangement can be made.

He said: “The new SFL chief executive David Longmuir has done very well to get this in place, but it is every bit as important that a deal like this restores some credibility to the SFL.

“It looks to be a very attractive deal, there is quite a lot of money involved, and there will be a lot of benefits for Scottish football.

“There hasn’t been a sponsor since Bell’s pulled out at the end of the 2005/06 season, and without a sponsor like this it would be impossible for a lot of lower league clubs to survive.

“The deal proves that there is a product here that others may want to invest in.

“A TV deal is just as important. Setanta were in talks with the SFL last year, and a deal like that would bring between £10,000 and £15,000 to the home club.”

The new deal, which consists of finance and “extra value activity”, was announced last week by SFL chief executive David Longmuir and AG Barr chief executive Roger White at Hampden Park last week.

Mr White said: “We are looking forward to supporting the league and their member clubs in creative ways, working innovatively to support the game and connect with fans.

“This represents our biggest-ever investment in a sponsorship.”

Scottish Football League chief executive David Longmuir added: “Irn-Bru and the SFL are historic brands with powerful roots and relationships in communities throughout Scotland, and this partnership for the next three years will further enhance these relationships.”