Cricket Australia (CA) has announced that Lion will become a gold partner of the sporting body and the Australian men’s team.
The partnership is for four years and begins on 1 July, according to a CA statement.
Lion’s gold sponsorship will see its beers stocked at all of CA’s official functions, along with designated signage at stadiums. The partnership does not include any branding of player clothing.
Lion replaces Carlton & United Breweries (CUB) as CA’s official beer and cider partner for international cricket after CUB called time on its 20-year partnership with CA just a few days ago.
CA chief executive James Sutherland said: “Lion is one of Australia’s largest food and beverage companies, with quality products and a well-deserved reputation for corporate responsibility.
“XXXX Gold is the number one mid-strength beer in the country, and will be a great moderation choice for fans attending our games.
“Lion and Cricket Australia both have a relationship with DrinkWise Australia, and we look forward to working collaboratively to promote a positive drinking culture at games, where fans never miss a moment of the action.”
Lion marketing director Ben Slocombe said: “Mid-strength beers are a popular fixture in stadiums and other venues around the country, and we are proud to bring the number one mid-strength in the country, XXXX Gold, to cricket fans to enjoy responsibly.
“Lion has invested for decades in mid-strength beers which provide consumers with credible options to moderate consumption. Today, one in four beers consumed in Australia are lower than full strength.
“We are looking forward to working with Cricket Australia to further engage our shared audience of adult beer drinkers and cricket fans behind this great mid-strength beer.”
Under a restructure of CA’s commercial partnerships, announced at the start of the summer, naming rights sponsorship for the men’s international team, Test series and the short-form series (one-day and T20 internationals) are being negotiated separately.