Lion has been announced as Gold Partner for Cricket Australia and the Australian Men’s team, replacing Carlton & United Breweries as the Official Beer and Cider Partner for international cricket.
The four year partnership will see Lion’s beers stocked at all Cricket Australia official functions as well as designated signage at stadiums.
Chief Executive Officer of Cricket Australia James Sutherland welcomed the partnership.
“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,” said Sutherland.
“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 added, “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.”
The alcohol beverages industry also welcomed the announcement and responded to the recent calls for an advertising ban in sport.
Alcohol Beverages Australia Executive Director Fergus Taylor said, “Enjoying a drink with mates at a sports game is part of Australia’s DNA and the industry is rightly proud of its sponsorship of Australian sport, from the smallest local clubs right up to our national teams.
“Recent calls from anti-alcohol activists and health lobbyists for a ban on alcohol advertising in sport, while attempting to blame it as the cause of underage drinking are not based on credible evidence, nor are they supported by official government data.
“The reality is that underage drinking is in steady decline throughout Australia and has been for some time – official government statistics confirm this. The fact that this decline has occurred during a period of increased alcohol advertising is a clear indication that regulations in place are working well.”
Lion’s partnership with Cricket Australia commences on 1 July 2017.
