BOOST, one of the UK’s leading energy drinks brands, has agreed a multi-year partnership as the exclusive Official Sports and Energy Drink of Betfred Super League, backing rugby league 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 the #2 sports drinks and #3 energy drinks in the UK, per Circana’s January 2026 data.
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 comes ahead of the start of the 2026 Betfred Super League, and 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 in a daunting local derby.
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BOOST will be bringing its brand to Betfred Super League fans all season and beyond through matchday activations, giveaways, advertising including pitchside LEDs, on-pack promotions, retailer engagement and community support, as well as giving players the energy to perform and fans all over the country the energy to back their team.
Lisa McKenna, brand director at parent 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. 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.”
