BOOST backs Super League ahead of 2026 season

BOOST, one of the UK’s leading functional drinks brands, has agreed a multi-year partnership as the exclusive Official Sports and Energy Drink of Betfred Super League, backing the sport and its fans as they chase performance and energy on and off the field.

Founded in 2001, BOOST has been on an incredible growth journey selling over 10m cases so far to become #2 within Sports Drinks and #3 within Energy drinks in the UK*. The BOOST range spans Energy, Isotonic Sport, Hydration and Energy powders, Functional Waters and Iced Coffee drinks, including popular flavours like Original, Red Berry, and Orange.

The new partnership marks another significant milestone in the brands ambitious journey and comes ahead of the start of the 2026 Betfred Super League in what will be its most action-packed season in its history. BOOST will become both the exclusive Official Sports
Drink and Official Energy Drink of Betfred Super League, as well as the Principal Partner of the BOOST Try of the Month. The Betfred Super League campaign gets underway on Thursday 12 February with a blockbuster opener, with newly promoted York Knights hosting
treble-winning champions Hull KR at the LNER Community Stadium.

BOOST will be bringing its high-energy, high-performance brand to Betfred Super League fans this season and beyond. From matchday activations, giveaways, advertising including pitchside LEDs, on-pack promotions, retailer engagement and community support, BOOST
is giving players the energy to perform and fans all over the country the energy to back their team.

Lisa McKenna, Brand Director at AG Barr, said: “We’re absolutely delighted to become an official partner of the Betfred Super League - the straight up fuel for a straight talking game. Rugby League is known for its no-nonsense, down-to-earth simplicity, which is what
BOOST is about. Providing functional power for everyday moments.

“Furthermore, the Betfred Super League has an incredibly powerful connection between teams, athletes and fans - from elite all the way through to community. The fans power the players, who power the game and our role will be to fuel both players and fans so they can
go the 80 minutes and beyond. The season is right around the corner so we’re really looking forward to getting underway and showing fans what we’re all about.”

Bobby Bahadori, Commercial Director, Rugby League Commercial, added: “We’re thrilled to be able to join forces with BOOST ahead of the new Betfred Super League season.

“BOOST’s remarkable rate of growth highlights their strength in the drinks sector, and we are delighted to welcome them as partners.
“In rugby league, our high-octane stars hit different - just like BOOST.

“And as we prepare to welcome bumper crowds on the first week of Super League action, fans can get energised for all the action and excitement that lies ahead.”

*Circana Total Market Value Sales data to 10th January 2026