The governing body for cricket in Australia, Cricket Australia has announced a newly extended sponsorship agreement with an alcoholic brand, 4 Pines Brewing Co. The new deal has been inked for another year and will continue to serve as the official beer partner of the Australian Men’s Cricket Team.
Previously, the duo inked the partnership in August 2021. Once again, all across the summer, 4 Pines will strengthen the fan experience while also commemorating the national team’s victories.
The company mentioned that it is thrilled to be back partnering with Cricket Australia. As part of the deal, the brand will organise another 4 campaigns in collaboration with Cricket Australia. This includes a commitment to plant another 44,444 trees, shrubs, and grasses as part of their collaboration with Landcare Australia to help regreen the country.
Todd Atkinson, 4 Pines CEO, commented, “We’ve loved celebrating the success of the Aussie men’s team over the past year, the drinks break never tasted so good. We now look forward to bringing people together again over a 4 Pines to watch more great cricket in the next 12 months. To help celebrate our team’s success, for every 4 scored this summer of cricket, 4 Pines will once again plant 4 trees, shrubs or grasses, up to 44,444 in total, to help regreen the country through our partnership with Landcare Australia.
“Earlier in the year, we saw the powerful outcome of last season’s planting commitment at Cape Jervis, SA. Close to 100 acres were seeded with carefully selected species native to the Cape area to enhance landscape connectivity, improve biodiversity and provide long-term habitat for threatened species including the Glossy Black Cockatoo.”
Dr Shane Norrish, Landcare Australia CEO, said, “Landcare Australia is proud to continue our partnership with 4 Pines, a company committed to sustainability and enhancing Australia’s natural environment. Following the success of last season’s 4 Pines Fours, we planted thousands of native trees, shrubs and grasses that will enhance local habitat, increase biodiversity and improve wildlife connectivity in the landscape.
“The partnership is an ongoing example of how corporate Australia can make a meaningful difference with Landcare in protecting our natural assets in conjunction with local communities.”
Stephanie Beltrame, Cricket Australia Executive General Manager Broadcast & Commercial, said, “We’ve been very impressed with the passion and energy 4 Pines has brought to Australian Cricket. Alongside their commitment and investment directly in cricket, they have done some amazing work off the field through their partnership with Landcare Australia. We are delighted to renew and look forward to working closely with them across this summer of cricket.”
Recently, the CA also extended its collaboration with the Australian retail and supermarket brand, Woolworths, for two years.