Lion joins Cricket Australia as a Gold Partner
March 27, 2017
Cricket Australia today announced that Lion will become a Gold Partner of Cricket Australia and the Australian Men’s team.
The partnership is for four years and begins on 1 July.
Lion replaces Carlton & United Breweries as Cricket Australia’s Official Beer and Cider Partner for international cricket. Lion's Gold sponsorship will see its beers stocked at all CA official functions, along with designated signage at stadiums. The partnership does not include any branding of player clothing.
The Chief Executive Officer of Cricket Australia, James Sutherland, welcomed Lion as a commercial partner.
“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's Marketing Director, Ben Slocombe, echoed Mr Sutherland's comments.
“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 1 in 4 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. Discussions for all three are well advanced and will be announced as they are concluded.