This story first appeared in Prolific North  

A.G. Barr’s IRN-BRU Xtra, announces a two-year partnership with Sky’s Football-based Saturday morning TV programme, Soccer AM.

The partnership, brokered by PHD Manchester and Omnicom Media Group’s content arm, Drum, is designed to further embed IRN-BRU within the UK’s footballing culture and launch its new low-calorie variant, IRN-BRU Xtra to the UK market outside of Scotland. The partnership will include not only the TV sponsorship but a complete collaboration with Sky Sports covering digital and social channels. The broadcast element of the deal will also see coverage around both catch-up TV and Sky Go services.

The creative work, developed and produced by Leith positions IRN-BRU Xtra as the Football Sponsor with Balls, encouraging fans to get to the football and not be distracted by anything else.

Adrian Troy, marketing director, AG Barr said “We are incredibly excited about this deal which we hope will provide a platform for us to successfully launch IRN-BRU Xtra on a national level. Soccer AM is a long-standing part of the fabric of British footballing culture and represents the perfect fit with our brand’s principles as we look to cement ourselves as the ‘football sponsor with balls.”

Rob Nicol, managing partner, PHD Manchester said “This is a great deal for IRN-BRU which takes full advantage of Sky’s evolving commercial proposition and delivers something that is far more than a sponsorship to deliver a true association with Soccer AM.”

Rachel Bristow, Sky Media’s director of partnerships added “Soccer AM has been a staple of football fans Saturday mornings for over 20 years – as Soccer AM’s presence continues to grow across the digital and social space it’s great to partner with a brand that’s personality is a perfect fit.”