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Carlton partners with Carlton Football Club

Carlton partners with Carlton Football Club

Naomi Kaplan reports

Carlton Football Club has announced a seven-year partnership with Carlton & United Breweries (CUB).

The brewer becomes the official beer and cider partner of the Australian rules football club.

CEO of Carlton Blues, Steven Trigg said that CUB’s beer and cider will be poured at all club match-day functions and official events over the next seven years.

“We warmly welcome CUB as an official beer and cider partner and Mercury Hard Cider as shorts partner of the Blues,” Trigg said. 

“Naturally, there is a terrific alignment with Carlton Football Club partnering with Carlton & United Breweries. Both Carlton and CUB are iconic brands in Melbourne with a rich history.”

“In addition, we look forward to working closely with CUB to educate our members and supporters on the important message of responsible consumption of alcohol.”

Carlton & United Breweries (CUB) is one of the most iconic beer companies in Australia with a rich history dating back to 1832. CUB brew some of Australia’s most famous beers and ciders, including Victoria Bitter, Mercury, Strongbow, Carlton Draught, Pure Blonde and The Yak Ales.

According to The Age, the CUB deal could be worth up to $1million, but the total valuation is dependent on how many seasons the brand remains as a short sponsor of the Blues.

The deal comes as the Blues announced they could face a $1million ‘sponsorship hole’ following the collapse of their present main shirt sponsor CareerOne, which went into administration last week with a year still to run on its contract with the club.

“This new partnership comes at an exciting time for the football club as we continue to grow both on and off the field and we are delighted CUB and Mercury Hard Cider are joining us on this journey,” Trigg added.

CUB Australia President Peter Filipovic said “CUB and Mercury Hard Cider are excited about our new partnership with the Carlton Football Club.

"Carlton Football Club’s rich history is testament to that. We look forward to working with Carlton for the remainder of the 2017 season and in years to come," said Filipovic.  

Sam Rowe and Alex Silvagni model new official shorts partner Mercury Hard Cider. (Photo: Carlton Media)



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