AG Barr, the Scottish soft drinks maker whose brands include Irn-Bru and Strathmore Water, has outlined the benefits the company derived from its Glasgow 2014 Commonwealth Games sponsorship, while announcing a 10 per cent increase in annual profits.
In a financial review attributed to Stuart Lorimer, finance director, the company said that a "well-executed Glasgow 2014 Commonwealth Games campaign delivered brand equity gains and enabled us to lap the performance of the hot summer in the prior year".
Chief executive Roger White used his operational review to go into more detail:
"The Irn-Bru brand benefited significantly from our successful sponsorship of the Glasgow 2014 Commonwealth Games, where we directed much of our brand activity, promotion and consumer communication," he said.
"The Games activity created very positive consumer engagement, with the role of social media and consumer-driven contact playing an increasingly important part in the ongoing development of our brand equity."
White went on: "Strathmore had an outstanding year with growth of over 20 per cent.
"The development of the brand was supported by the huge level of awareness driven by our Glasgow 2014 Commonwealth Games sponsorship, in particular the availability of Strathmore in the 'field of play', with athletes from around the Commonwealth enjoying and interacting with the brand across the whole event."
AG Barr had signed up as an Official Supporter of the Games, in a deal unveiled in October 2012.
The company, which can trace its origins back to 1875 in Falkirk, has a long history of sports sponsorship dating back to the early 1900s when Irn-Bru was associated with sporting heroes of the day including Donald Dinnie, the 20-times Scottish Highland Games Championships winner.
It this week announced a 10 per cent increase in annual profit before tax and exceptional items to £41.9 million ($62.3 million/€56.9 million) on turnover of £260.9 million ($388.5 million/€354.2 million).
Contact the writer of this story at [email protected]
February 2013: Scottish drinks manufacturer to mark Glasgow 2014 with special edition cans