Colonial Brewing Co. said that while it is disappointed that its deal with the Essendon AFL team came to an end, it was grateful to be part of the groundbreaking partnership.
sponsorships
Peroni and Aston Martin F1 Team announce multi-year partnership
Peroni Libera 0.0% has announced a long-term, multi-year partnership with the Aston Martin Cognizant F1 Team.
Brews News Live – BrewCon19: Jenna Godley
Colonial was one of the first small breweries to partner with a major football team when they teamed up with Essendon. Here, marketing manager Jenna Godley shares her insights from the world of sport and describes how they can be applied to craft beer marketing.
Coopers races into an interesting position
Coopers brewery has this week announced that it is the major sponsor of the V8 Supercars. Forgetting for a moment that this may have been an opportunistic signing with suggestions that Lion dropped the sponsorship at the last moment, it highlights the interesting position that Coopers finds itself in as the largest Australian brewer, but… Read more →
XXXX renews backing of Rugby League in Queensland
No matter how much you love your football, if you’re even a little bit interested in beer as something other than a thoughtless wallpaper to your sport, this is not a cause of celebration. This release could easily have been subtitled, No Relief For Beer Lovers. As we noted when CUB signed a deal snaring… Read more →
CUB claims the Reds, beer drinkers still get no choice
Beer sponsorships don’t generally cause much of a stir at Australian Brews News, especially when it just involves one generic mid-strength lager substituted for another at the football. But Carlton & United Breweries’ snaring the sponsorship rights for the Queensland Reds, ending Lion Nathan/XXXX’s two decade association with Queensland Rugby, marks just how aggressive Australia’s… Read more →
Exclusive sponsorship deals are bad for beer
Watching football while having a beer is one of life’s great pleasures and close to a national institution in Australia but when sport sponsorships deny beer drinkers the right to choose their beer it is bad for fans and it is bad for brewing.