Super League Announce Partnership with Boost Drinks

Rugby League Commercial (RLC) has annnounced a multi-year partnership with Boost Drinks, designating the AG Barr-owned brand as the Exclusive Official Sports and Energy Drink of the Betfred Super League.

The deal arrives just as the league prepares for its landmark 30th anniversary season, which kicks off with a transformed 14-team competition.

For AG Barr, which recently strengthened its premium portfolio with the EURO51 million dual acquisition of Fentimans and Frobishers, the deal provides a high-visibility platform to showcase the Boost range, which includes isotonic sports drinks, hydration solutions, and iced coffees.

The partnership specifically targets the sport’s “no-nonsense” fanbase and elite athletes, moving beyond traditional sponsorship into integrated digital awards like the new “Boost Try of the Month.”

Commenting on the partnership, commercial director at Rugby League Commercial, Bobby Bahadori, said: “Helping to deliver the sort of performance and energy that is so key to our elite athletes, it is a perfect fit.”

“In rugby league, our high-octane stars hit different, just like Boost,” Bahadori said.

Season Opener: A New Era in York

• York Knights Debut: The newly promoted York Knights will host the reigning treble-winning champions Hull KR at the LNER Community Stadium on Thursday, 12 February.

• Prime Time Slots: The 2026 season introduces a dedicated 6:00 PM Friday night slot for French fixtures, alongside a major global push that includes Hull KR and Leeds Rhinos heading to Las Vegas in Round Three.

• Anniversary Perks: Boost will lead celebrations for the 30th Birthday round in late March, where foundation fixtures from 1996 will be re-enacted, including Castleford v Bradford and Leeds v Warrington.

Commercial and Community Integration

Boost branding will be prominent via pitchside LEDs, matchday giveaways, and on-pack promotions throughout the UK.

Brand director at AG Barr, Lisa McKenna, emphasised the “straight up fuel” philosophy, stating the brand’s role is to fuel the connection between teams and their community-based fans.

The “Try of the Month” recognition will be integrated into the Super League’s digital ecosystem, allowing fans to vote on high-energy plays through the official app.

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