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Barrs D’N’B has announced a further two year sponsorship as the Official Soft Drink of the Rugby League, the Super League and the National League. But new for 2008 the brand will also sponsor Team England in the year of the Rugby World Cup in Australia.

Adrian Troy, Head of Marketing at Barrs commented: ‘Rugby league has a massive profile particularly in the north of England and has been a great platform for D’N’B to drive sales.’

Barr’s D’N’B, the no 1 branded dandelion and burdock product in the UK significantly outperformed total soft drinks with an excellent * +10% value and +15.6% volume growth in 2007. The brand also benefited from the continuing consumer trend towards ‘nostalgic’ and ‘traditional’ soft drink flavours (growing volume by +6% ahead of OFC’s) together with their continued desire to buy great tasting soft drinks. D’N’B has also continued to grow in all its heartland regions by +15% in the Northwest, +21% in Yorkshire and North East and a massive +95% in the South of England. These gains were driven by many new distribution gains on 50cl and 2 litre packs across the impulse and multiple grocery trade.

‘2008 is going to be a big year for Rugby football and stocking D’N’B will give retailers a great opportunity to benefit from this high profile particularly in the lead up the World Cup’ concluded Adrian.

The 2008 sponsorship deal will continue to build D’N’B’s profile in its heartland regions with perimeter board and programme advertising at all RFL central matches, including the Challenge Cup together with presence at Super League finals and play offs and international matches. The coverage of Rugby League on Sky TV will also deliver exposure for D’N’B to over 2 million fans each week.

“D’N’B has been a very active and supportive sponsor of the RFL over the last two years and we look forward to working with the brand in 2008.” commented Paul Kimberly, Commercial Director of the RFL. “The RFL has worked very hard on creating a whole-family entertainment experience on match days and D’N’B has been a part of this helping us to raise the profile and appeal of the sport.”

To support the partnership there will also be two on-pack offers in 2008 – during the Spring consumers can win the chance to be a mascot at the Millenium Magic Weekend (this is a full weekend of Super League Rugby at the Millenium Stadium in Cardiff) + 1000’s of giveaways and in October there will be an on pack-offer to support Team England at the World Cup in Australia + 1000’s of giveaways.

Another leading Barr brand, Strathmore water, will provide Super League match officials with refreshment on match days.