Cricket Australia and XXXX Gold sign four-year sponsorship deal

Cricket Australia has signed a four-year sponsorship with XXXX Gold

Lion’s XXXX Gold will become the official beer of the Australian cricket team, as part of a four-year sponsorship deal with Cricket Australia.

The gold partner sponsorship deal will see XXXX Gold mid-strength beers stocked at all Cricket Australia official functions, along with branded signage at stadiums.

The sponsorship does not include any branding of player clothing, following changes to Cricket Australia’s commercial partnership deals. Under the new structure naming rights sponsorships for the men’s International team, Test series, One-Day and T20 Internationals are negotiated separately.

Lion replaces Carlton United Breweries and its Victoria Bitter brand, which announced it would end its 20-year sponsorship of Australian Cricket last week.

The new sponsorship deal comes into effect from 1 July.

The mid-strength beer market in Australia has undergone strong growth in recent years with one in every four beers consumed less than full strength, according to Lion.

James Sutherland, chief executive of Cricket Australia, said:, “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."

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