Asahi and NRL announce partnership extension

The National Rugby League (NRL) has announced a multi-year extension of its partnership with Asahi Beverages as the official beer, cider, and non-alcoholic beverage sponsor.

The lead brands for the partnership will be Solo, which was announced as the official NRL’s official non-alcoholic sponsor last year, and Victoria Bitter, as the official beer of the NRL.

Robert Iervasi, CEO of Asahi Beverages, said they are thrilled to continue their multi-beverage partnership with the NRL, which consolidates existing sponsorships within Asahi’s business divisions – Carlton & United Breweries and Asahi Lifestyle Beverages – into one agreement.

“The NRL is a major passion of so many of our consumers and through this partnership we will be able to reach people wherever they choose to enjoy our great range of beverages.’’

VB and Solo will leverage in-stadium activations, social and digital campaigns and retail footprint executions to engage fans, including with non-sugar option Solo Zero.

Asahi Beverages non-alcoholic drinks, including Gatorade and Cool Ridge water, will be supplied to NRL Elite Teams such as the Kangaroos and Indigenous All Stars before, during and after matches.

Andrew Abdo, CEO of the NRL, said the renewal will enhance their existing partnership and continue to offer unique benefits and great product choice to fans during major events.

“We are excited to bring together a long-term partner in Carlton & United Breweries and our more recent relationship with Asahi Lifestyle Beverages into one agreement under Asahi Beverages.”

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