Carlton & United Breweries Cuts Ties With Cricket Australia

Carlton & United Breweries Cuts Ties With Cricket Australia
SHARE
THIS



Carlton & United Breweries (CUB) has called time on its 20-year partnership with Cricket Australia, spelling the end of Victoria Bitter’s alignment with the Aussie Test and one-day cricket teams.

A spokesman for CUB told The Guardian that the decision was “purely commercial” so it could focus on more direct advertising during summer across its portfolio.

The deal between CUB and Cricket Australia was worth an estimated $65 million in the past five years, according to Fairfax.

A Cricket Australia spokesperson told the ABC its partnership with CUB was concluded in “good faith and mutually agreed by both parties”.

“We will be announcing an exciting new partnership in the coming days,” the spokesperson said.

CUB and Cricket Australia have faced increasing scrutiny over their partnership in recent years.

The Royal Australasian College of Physicians (RACP), which has lobbied against alcohol promotion in sports, told the ABC that Cricket Australia should take the opportunity to find a non-alcoholic sponsor.

“We’re delighted to hear that CUB have ended their VB sponsorship with cricket,” Sarah Dalton, president of the RACP’s pediatric division, said.

“So this is a great opportunity to look at alternatives, and there are lots of alternatives.”

“Ultimately, we really need to give the message to our children that sport is about being healthy.”

The RACP is not alone in its criticising the partnership, with NSW Health Minister Brad Hazzard also urging Cricket Australia to stop promoting alcohol as part of sponsorship deals.

“I would really like to see that alcohol is not on the t-shirts of our players,” he told the ABC.

“I think it’s an issue that someone who is a hero in all our eyes, Michael Clarke, wears an alcohol brand on his t-shirt.”

Latest News

Culture As A Competitive Advantage
  • Opinion

Culture As A Competitive Advantage

Emma Bannister (pictured below) is founder and CEO of Presentation Studio, APAC’s largest presentation communication agency and author of the book Visual Thinking: How to transform the way you think, communicate and influence with presentations. In her latest B&T post, Bannister says a good office culture brings a myriad of advantages you probably have not even […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi’s This. Film Studio Announces Nat Geo Doco Series On Rhino Conservation 
  • Campaigns

M&C Saatchi’s This. Film Studio Announces Nat Geo Doco Series On Rhino Conservation 

M&C Saatchi Group’s film and television production studio THIS. has revealed its first major project, a two-part documentary series in partnership with National Geographic, Cisco Systems, Canon Australia and Land Rover South Africa. The documentary series, hosted by cricket legend Kevin Pietersen and outback wrangler Matt Wright with conservationist and Canon Australia Photographer, Julia Wheeler, […]

Ovarian Cancer Australia Appoints 10 Feet Tall As Its Integrated Agency Partner
  • Media

Ovarian Cancer Australia Appoints 10 Feet Tall As Its Integrated Agency Partner

Following a competitive pitch process, 10 feet tall is standing proud as the newly appointed agency for Ovarian Cancer Australia (OCA). The agency’s response to a complex brief included a strong multifaceted brand platform that spans all media and includes mainstream media working in conjunction with fundraisers and activations for the charity throughout the calendar […]

Edge Adds BASF Seeds To Client Stable
  • Advertising
  • Media

Edge Adds BASF Seeds To Client Stable

Independent agency Edge has announced its Melbourne office has been appointed to deliver integrated services for agricultural brand BASF Seeds, following a competitive pitch. Edge’s remit spans strategy, creative, advertising, digital and media for BASF Seeds, its InVigor products and its MySeed platform. Dan King, managing director of Edge Melbourne, said the agency was delighted […]

Cropped shot of two men working together with laptop and notepad in a minimalistic workplace enviroment with desklamp and plant
  • Media

Applications Open For 2018 Copy School

Applications have opened for the 2018 Copy School in Sydney, sponsored by NewsMediaWorks, with another world-class line-up of guest creative tutors. Copy School is designed to encourage the best quality copywriting across all channels and engages some of Australia’s leading advertising creative directors and copywriters, as well as news media executives, to pass on their […]