Carlton & United Breweries (CUB) and the Australian Football League (AFL) today announced a new development in their long-term relationship.
CUB will become the AFL's Premier Partner commencing this season. CUB's Managing Director, Jim King, said that as Premier Partner, the great relationship between CUB and the AFL will be upgraded to a new level with a four year arrangement as the AFL's Premier Partner.
"This is the most comprehensive sponsorship program CUB has ever put in place."
"As Premier Partner our brands (especially the Carlton franchise) will benefit from a full range of activities linked to the AFL and its various events. This includes obvious high-profile associations such as naming rights to the AFL Premiership Season, the AFL Final Series including the Grand Final, Mark of the Year, Goal of the Year and also the International Rules Series," Mr King said.
Mr King noted that an important element of the new Premier Partnership was CUB's total company involvement. "This creates a more comprehensive link with our company. In addition to a partnership with our great beer brands, this new arrangement builds in support from CUB's spirits division, Continental Spirits, and our hotel division, Australian Leisure & Hospitality Group, and their respective brands."
"Clearly this allows greater opportunities to leverage the partnership right across our business," Mr King said.
"Both CUB and the AFL are passionate about growing our great Australian brands nationally. The AFL is focused on growing support for Australian Football nationally through its clubs. CUB, which is enjoying increasing consumer support for our Carlton brands right across Australia, is confident that our Premier Partnership will promote this support."
"The AFL's increasing national reach and appeal provides an ideal platform for us to further the growth of national brands, especially our Carlton brands because they are growing in every state."
"By linking our new AFL Partnership to our Carlton brands we will be able to promote and grow a number of Carlton branded beers both nationally and within each state, for example Carlton Midstrength in Western Australia and Queensland and Carlton Draught in New South Wales."
Further information:
David Park
Tel: +613 9633 2259
Mob: 0418 159 231
Email: david.park@cub.com.au
