Carlton and United Breweries’ 20-year old sponsorship deal with Cricket Australia is over.
It was reported by the Sydney Morning Herald that Cricket Australia will cut ties between CUB’s Victoria Bitter brand and Australia’s Test and one-day international teams.
A spokesman for the brewer cited commercial reasons for the deal ending, despite maintaining sponsorships across other sports.
“CUB has made a commercial decision to focus on more direct advertising during summer across our broad portfolio,” he said.
“CUB will maintain its strong and long-term sponsorship arrangements with Australian sport, including the AFL and NRL.”
CUB’s cricket deal was reportedly worth an estimated $65m in the past five years.
Some of the brand coverage that VB had over the past 20 years was branding on Australia’s playing shirts, in-stadium advertising and television campaigns. VB has also held naming rights to Australia’s one-day internationals played at home during January.
Source: The Guardian