Cricket Australia Finds A New Alcohol Sponsor In Lion

Cricket Australia Finds A New Alcohol Sponsor In Lion
SHARE
THIS



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.

Please login with linkedin to comment

Cloak & Dagger Ogilvy Public Relations XXXX

Latest News

Eyeota Enhances Reach And Targeting Precision For RDA Research
  • Marketing

Eyeota Enhances Reach And Targeting Precision For RDA Research

Leading Australian market research data brand, RDA Research, provides actionable consumer intelligence to help businesses inform decision making and growth strategies. RDA Research wanted to make its unique consumer data available for addressable digital targeting and required a data onboarding partner to help activate their data in an online environment.

Enthral Strengthens Journalistic DNA By Hiring Channel 7 Reporter Sean Sowerby
  • Media

Enthral Strengthens Journalistic DNA By Hiring Channel 7 Reporter Sean Sowerby

Storytelling agency Enthral has appointed Channel 7 reporter and sports presenter Sean Sowerby as its new senior PR and content manager in Melbourne. Sowerby (pictured) started his award-winning career at 3AW before spending more than 15 years in television. Enthral founder and manager director, Cameron Smith, spoke of the significance of Sowerby joining the agency. […]

Blis Puts Its CEO In The Desert In Clever New “Data Drought” Ad
  • Campaigns
  • Technology

Blis Puts Its CEO In The Desert In Clever New “Data Drought” Ad

Ever since Google first announced it would be getting rid of third-party cookies on Chrome, digital advertising businesses have been actively sharing their plans for life after cookies. And now programmatic advertising company Blis might have come up with the most creative way to get the message across, in a new video which sees company […]

Agency Icon Sweeps The SABRE Awards
  • Marketing
  • Media

Agency Icon Sweeps The SABRE Awards

Integrated Melbourne agency Icon has taken top honours in the 2021 SABRE Awards, winning the coveted Australasian Consultancy of the Year for 2021 along with a host of category and craft awards. Icon led a large field of Australian agencies with a total of three major and seven minor awards, including gold in the cause-related […]

Former Agency Execs Launch Car Service Summon
  • Marketing
  • Media

Former Agency Execs Launch Car Service Summon

Former agency executives Tim O’Neill and Tim Fouhy have launched the auto technology startup Summon. Australia’s first full e-commerce service for prestige cars. O’Neill and Fouhy both founded Reactive, a digital agency, which was bought by Accenture in 2016. Following the deal, O’Neill and Fouhy ended up leading the company’s digital marketing arm, Accenture Interactive before […]