Shifting money away from cricket sponsorship has paid off: CUB

Victoria Bitter ended its 20-year association with top-level cricket last year, a decision which parent company Carlton & United Breweries (CUB) says was “fortuitous” – given the recent ball-tampering scandal and subsequent sponsorship fallout – and has enabled the company to actually grow its brands.

VB had been a central pillar to Cricket Australia’s partnerships since 1997, but Richard Oppy, VP of marketing APAC south for CUB, said today the end of the relationship freed the company up to build up its other brands, particularly Corona.

Dominic White, Thomas Dobson, Richard Oppy and Lyndall Campher at Think TV’s ThinkTank in Melbourne