Lion locks in XXXX deal with Cricket Australia after VB exit

March 28, 2017 10:40

Just two days after confirming its 20 year partnership with CUB’s VB had come to an end, Cricket Australia has announced Lion’s mid-strength XXXX brand has signed a four year sponsorship of the sport.

Lion has taken over as beer sponsor for Cricket Australia, but its logos won’t be on uniforms – yet.

Lion has taken up a “gold” sponsorship which will give Lion pourage and signage rights at cricket fixtures.

But the deal does not extend as far as logos on players, which for the first time CA is negotiating separately.

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Simon Canning

Simon Canning was Mumbrella's marketing and advertising editor from 2015-2017. In a career spanning journalism and communications over more than 30 years Simon has become one of Australia’s most respected analysts and commentators on the advertising, marketing and media industries. A regular commentator on radio and TV, Simon has also worked in media in the US and UK .

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