Cricket Australia will be without the sponsorship of Lion this summer, after the drinks company decided not to renew its contract.
Lion – which owns brands such as XXXX and Hahn – has partnered with Cricket Australia over the past four years, signing on after CUB’s VB ended its 20-year partnership back in 2017.
In a statement, a Lion spokesperson said the decision to end the agreement followed a review of existing sponsorships.
“We are very grateful to Cricket Australia and proud of our partnership over the last four years, which has given us the opportunity to showcase some of our much-loved brands alongside Aussie cricket – including XXXX and Hahn,” a company spokesperson said.
“XXXX was internationally recognised in Activative’s top 10 sports and marketing Activation campaigns of 2017 for the ‘Goldie’ promotion, inspired by the famous baggie green.
“2020 was a year like no other and the business has had to make some difficult decisions.
“We have taken the opportunity to assess our current sponsorship arrangements and following much consideration we have decided not to renew our partnership with Cricket Australia post 30 June 2021.”
Cricket Australia thanked Lion for its support.
“Cricket Australia extends its thanks to LION after a fantastic four-year partnership has come to an end. LION have made a great contribution to cricket through brands such as XXXX and Hahn, highlighted by the 2017 ‘Goldie’ promotion, inspired by the baggy green,” a CA spokesperson said.
