New sporting sponsorship deals have been signed by Wille Smith’s Cider Makers and Mismatch Brewing.
Mismatch has signed a deal with the Adelaide Crows Football Club which will see the Adelaide Hills brewery become their official beer sponsor.
In the announcement by the AFL team over the weekend, the Crows said that Mismatch will be “highly visible” as part of its matchday experience with a Mismatch Beer Deck at Adelaide Oval.
Along with Mismatch, Adelaide Gin distillery and Hills Cider Company will also become the Official Partners for Gin and Cider.
“Mismatch Brewing has emerged as a local success story and like us, their team is innovative and ambitious,” according to the Crows’ CEO Tim Silvers.
“They have a strong presence throughout our State and we want to help them grow their brand across the country.”
Mismatch head brewer and director Ewan Brewerton said he was confident it would be a “long and prosperous relationship”.
“As a local craft brewery, we feel privileged to be able to support our local AFL team, especially after a difficult year,” Brewerton said.
“We look forward to working closely with the Crows to support our local community while continuing to produce some of Australia’s best beers.”
Meanwhile, Willie Smith’s, the Tasmanian cidermaker, will become the foundation jersey partner of the National Basketball League’s newest club, the Tasmania JackJumpers.
The three-year agreement will see Willie Smith’s logo featured on the JackJumpers’ jerseys, and the cidermaker will have a pop-up bar at the Derwent Entertainment Centre where Willie Smith’s will also have cider pourage rights.
“Like the JackJumpers, Willie Smith’s Cider wants to represent Tasmania on the national stage and grow their brand and we are humbled by their support as we prepare for our first game at the newly renovated DEC in October,” said JackJumper CEO Simon Brookhouse.
Co-founder of Willie Smith’s Cider Andrew Smith said: “We’re really impressed by the way the JackJumpers have galvanised the local community and are excited to be partnering with one of Tasmania’s only national teams.
“We’re proud to be their first local jersey partner and can’t wait to be out at the DEC, celebrating their first win with a Willie Smith’s cider!”
The announcements come following the news last week that Colonial Brewing Co. had lost its sponsorship deal with Essendon Football Club, after the Bombers decided to go with Carlton & United as its official commercial partner.
The ending of the deal highlighted the challenges facing breweries entering into the sports sponsorship space, but Colonial communications manager said at the time Jenna Godley said the brewery was “grateful” to have been part of such a groundbreaking deal that has led the way for further sponsorships for independent breweries in the world of sport.