CUB claims Queensland Reds and Ballymore’s Famous Hill via two year sponsorship deal
Carlton & United Breweries (CUB) aggressive surge into the Queensland Market has snagged one of its biggest scalps yet with the Reds Super Rugby team joining its ranks.
CUB Queensland general manager Cameron Levick said the new two-year sponsorship deal will see one of its leading brands, Carlton MID, served at all Reds Super Rugby games and Ballymore’s famous Hill rebranded: “CUB’s Queensland brewery is the biggest in the country and, besides being proudly Australian, we have 350 one eyed Reds supporters working there.
“The Reds are also a bit like us in recent years, being often underestimated in Queensland but 2011 looks like being a watershed year for the team and for Carlton MID. We’re expecting to supply more than 150,000 litres of Carlton MID to rugby fanatics at all eight Reds home games at Suncorp Stadium in 2011.”
Levick said the partnership gave Carlton MID exclusive pourage rights at the team’s world-renowned home ground Suncorp Stadium and at its spiritual home Ballymore: “We can’t wait to rebrand Ballymore’s famous Hill. The Reds may not play at Ballymore often but the Hill is synonymous with Queensland sporting triumphs and to claim this piece of turf for Carlton MID is a major coup,” he said.
“Carlton MID has previously been associated in Queensland with the Brisbane Lions and heavily involved in horse racing but this is the first time it has been involved with the Reds. Rugby is part of the fabric of Queensland and the agreement, a first for rugby at this level, allows exposure into all tiers from club level to the elite. Fellowship, a game for all shapes and sizes and a sense of fair play are the cornerstones of Rugby and it is a philosophy Carlton MID is proud to be associated with.”
Reds chief commercial officer Daniel Herbert said CUB emerged the clear partner of choice after considering offers from other potential alcohol partners: “CUB is an Australian icon in its own right with Australia’s largest brewery right here in Queensland. It has a rich history dating back to 1854 and produces some of our nation’s favourite beer brands including Great Northern, VB, Carlton Draught, Pure Blonde and Carlton MID.
“This is a significant deal for Reds Rugby and we’re pleased to partner with Carlton MID in this extended Super Rugby competition year.”
5 Comments
Are you serious???? XXXX Hill becoming Carlton Mid Hill? – this is blasphemy and clear proof there are too many Victorians in Queensland. Next thing they’ll be putting vegie burgers on the Ballymore menu!
That’s a disgrace – we’ll have to have a few Goldies before we get there!
Carlton Mids are pretty popular in QLD. Reckon they’d sit a comfortable second between XXXX Gold and XXXX Bitter in terms of sales, especially right up north.
7.19 there’s plenty to be said for the power of discounting…nobody knows that better than Carlton.
that is why rugby will never be bigger than league in QLD – QLD Team QLD Beer XXXX all the way