The NRL has entered a multi-year extension of its partnership with Asahi Beverages, which will see its existing sponsorships with Asahi's business divisions Carlton & United Breweries and Asahi Lifestyle Beverages consolidated into one agreement.
The deal locks in Asahi Beverages as the official Beer, Cider and non-alcohol beverage sponsor of the NRL. The leading brands for the partnership include Victoria Bitter, as the official Beer of the NRL, and Solo, the official non-alcohol beverage of the NRL.
NRL CEO Andrew Abdo said: “We are excited to bring together a long-term partner in Carlton & United Breweries and our more recent relationship with Asahi Lifestyle Beverages into one agreement under Asahi Beverages. The renewal will enhance our existing partnership and continue to offer unique benefits and great product choice to fans during our major events.”
Both brands will leverage in-stadium activations, social and digital campaigns and retail footprint executions to engage fans, including with non-sugar option Solo Zero. In addition, Asahi Beverages drinks, including Gatorade and Cool Ridge water, will be supplied to NRL Elite Teams such as the Kangaroos and Indigenous All Stars before, during and after matches.
Asahi Beverages Group CEO Robert Iervasi said: “The NRL is a major passion of so many of our consumers and through this partnership we will be able to reach people wherever they choose to enjoy Asahi’s great range of beverages.’’
