At this year’s State of Origin Series the NSW VB Blues will sport the names of their fans and those of VB’s as part of an integrated campaign.
The Carlton United Brewery (CUB) brand is naming rights sponsor of the team this year and as a result fans now have the chance to get their ‘Name in the Game’.
“This is huge. In 160 years, we have never changed the wording on the Victoria Bitter logo. As the major sponsor of the NSW Blues we wanted to throw everything behind them and for the first time, we’re enabling fans to actually be in the game, adding even more fire to the supporter base of the Blues,” Richard Oppy, general manager of Victoria Bitter, said.
At all three State of Origin matches this year, VB will replace the word ‘Victoria Bitter’ on the front of the jerseys with the names of 46 Blues fans from across the state – one on every player’s jersey.
Clemenger BBDO, ApolloNationan, Liquid Ideas and MediaCom are behind the campaign.
The campaing includes TV, radio, digital and POS and will run until July 1.
The promotion kicked off last week with early momentum amongst high profile NSW media personalities and influencers with photos and tweets urged to feature the hashtag #vbnameinthegame. VB’s social media assets will provide exclusive content to fans and followers throughout the campaign.