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March 27, 2017

In Brief: Cricket Australia switches to XXXX and much more

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Beginning the working week with Cricket Australia’s new brew of choice.

Cricket: Following on from the news of Carlton & United Breweries departure as a major sponsor of Cricket Australia (CA) after 20 years, the governing body has moved quickly to sign a deal with Lion which will become the official beer of CA and the men’s international team.

Lion brand’s XXXX will replace CUB’s Victoria Bitter as the official beer of CA. The partnership is for four years and begins on July 1.

Lion will have its products stocked at all CA official functions, along with in-stadium signage, yet the partnership does not include any branding of player clothing.

Under a restructure of CA’s commercial partnerships, naming rights sponsorship for the men’s international team, Test series and the short-form series (one-day and T20 internationals) are being negotiated separately. CA has said that discussions for all three are well advanced and will be announced as they are concluded.

Football: Victoria University has announced a five-year strategic partnership with A-League club Melbourne Victory.

This partnership will see the pair link up to share learning experiences and sport science opportunities.

Australian Rules: St Kilda has signed their first shorts sponsor since 2015 by signing a deal with tyre brand Hankook.

Hankook’s branding will feature on both the club’s home and away playing shorts.

Squash: Squash Australia has signed a nationwide partnership with ice cream brand Peters where Peters products are supplied to squash centre operators.


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