The governing body for cricket in Australia, Cricket Australia has announced a new multi-year sponsorship pact with an Australian liquor store chain, Liquorland.
In its 52-year existence, the brand now has its first national sporting partner in the form of a four-year agreement with the cricket organization.
Liquorland is one of three liquor brands owned by the Coles Group, the others being the bigger bargain format First Choice Liquor and the more upscale Vintage Cellars. As of March 2023, Liquorland has stores in 743 different locations.
As part of the historic agreement, Liquorland will function as an official partner throughout men’s and women’s international cricket, bringing Aussie-favorite brews, Tinnies beer and Mr Finch cider, to official Cricket Australia Events and Hospitality, in addition to pourage rights in the general public area at the Gabba.
The collaboration is followed by Liquorland’s recent unveiling of its largest-ever brand campaign, “Cheers!”, which highlights ordinary events like watching sports with your friends.
Liquorland, General Manager of Customer Loyalty, Mia Lloyd, said, “Liquorland has been serving Australians for over 50 years and is proud to be there for our customers’ memorable moments. As one of the country’s most-loved sports that’s full of memorable experiences, we’re thrilled to partner with Cricket Australia and welcome our first-ever national sporting partner. As part of the partnership, cricket fans at the Gabba will be able to enjoy our Tinnies beer and Mr Finch cider range, which will give fans something more to cheer about.”
Cricket Australia Executive General Manager, Broadcast and Commercial, Stephanie Beltrame, said, “We are delighted to welcome Liquorland to the Australian cricket family and are thrilled to be their first national sporting partner. Our partnership with Liquorland will enable us to collaborate over the next four years to find imaginative and responsible ways to enhance cricket’s great occasions. We look forward to working closely with Liquorland to help fans create those special moments and are excited about our plans for the summer of cricket.”