MELBOURNE: Foster’s Australia has strengthened its ties with Cricket Australia, extending its multi-million dollar investment to include the rights to be official supplier of alcoholic beverages at all matches.
Foster’s Australia has had strong ties with Cricket Australia for more than a decade, but the new contract extends the deal to include exclusive pourage rights.
The deal provides the beverage giant with a platform to promote brands among its portfolio including VB, Wolf Blass and Cougar Bourbon.
While VB will maintain its support of elite level cricket, the new sponsorship deal will enable Foster’s Australia and its VB brand to connect more broadly with cricket lovers and participants at a grass-roots level.
The company has also secured marketing and pourage rights with state cricket associations and territories. Also included in the deal is access to media buys throughout the cricket broadcast, a signage deal that extends throughout the season and continued association with the Allan Border Medal.
Cricket Australia CEO James Sutherland said the new sponsorship extended the Foster’s Australia and Cricket Australia partnership to 2011.
“Foster’s Australia and Cricket Australia have enjoyed a successful partnership for more than a decade and I’m delighted that we will be able to continue the relationship,” he said.
Foster’s Group president and CEO Trevor O’Hoy said the deal will allow the company to further leverage its association with the game.
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