Stadiums Queensland is seeking a new naming rights sponsor for Townsville’s Dairy Farmers Stadium – the home ground of the North Queensland Cowboys.

Lion Dairy & Drinks, owner of Dairy Farmers, has told Stadiums Queensland they will not be extending their naming rights sponsorship when it expires at the end of the year.

“Dairy Farmers have made a valued contribution to the stadium since 1999 and we wish their business all the best for the future,” said Stadiums Queensland General Manager, Marketing and Business Development, Jaimie Robertson. “With Dairy Farmers relinquishing the naming rights, there is an opportunity for a new partner to benefit from the high profile that comes from this nationally known venue.

“The Townsville Stadium punches above its weight and guarantees our partner solid national exposure on a regular basis with football fixtures played at the venue being broadcast across the country and overseas.

“The naming rights sponsor will also benefit from a strong local profile with the venue bringing to North Queensland events such as Elton John Live in Concert, Nitro Circus and the Crusty Demons.

“The stadium is the home of Rugby League in North Queensland, has a growing function business and a very high recognition within the general community.”

 Stadiums Queensland will be calling for expressions of interest for a replacement in early August.

Lion Dairy & Drinks External Relations Director, Libby Hay said: “Our relationship with the Dairy Farmers Stadium provided a real focus point for our brand in Queensland and has helped Dairy Farmers become one of the most recognised names in the state.

“While this was undoubtedly a difficult decision, this additional investment in our innovation and marketing programs brings with it new and exciting opportunities for Lion Dairy & Drinks.”