CUB and Geelong Football Club partner up for a further five years

March 18, 2024
By Cody Profaca

Geelong Football Club has announced the renewal of its partnership with Carlton & United Breweries (CUB) for a further five years.

The partnership will see Carlton Draught, Great Northern Super Crisp, Peroni, and Mountain Goat Very Enjoyable Beer available on tap at Geelong’s GMHBA Stadium alongside a more extensive range of packaged beers and ciders. 

“Geelong fans have watched some of the all-time great moments in football at their home ground with a fresh CUB beer in hand,” said Brian Phan, Asahi Beverages Group Chief Growth & Strategy Officer.

“We are delighted to be continuing that great tradition with this announcement.”

CUB became a part of Asahi Beverages mid-2020 following a major transaction which involved Asahi borrowing $16 million. CUB is now one of the four divisions of the Asahi Beverages Regional Hub, alongside Asahi Premium Beverages, Asahi Lifestyle Beverages and Asahi Beverages NZ.

“We love being associated with the Geelong community through our brands, and it doesn’t get much more Geelong than GMHBA Stadium,” said Brian Phan.

The CUB partnership will be complemented by a separate deal between Geelong Football Club and Ashai Lifestyle Beverages, Asahi’s non-alcoholic branch. 

“We are thrilled to announce the renewal of our partnership with Carlton & United Breweries for a further five years,” said Simon Kelleher, Chief Operating Officer at Geelong Football Club. 

“After working closely with the team, it was clear what was best for our members and supporters was an extension of our long-standing partnership. We look forward to delivering CUB’s much-loved beverage products to patrons in 2024 and elevating this partnership over the course of the next five years.”

Both CUB and Asahi Lifestyle Beverages also recently announced five-year partnerships with ASM Global, one of the world’s leading venue management companies, for its APAC & ME venues. Through this deal, CUB will be the exclusive cider and beer supplier in nine of Australia’s largest stadium venues which receive a total visitor count of approximately 5.2 million patrons annually.  

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