Asahi Beverages enters new partnership with the AFL

Gatorade and Cool Ridge water will become the new official drinks of the AFL, following a landmark partnership with Asahi Beverages.

The four-year deal marks the first time a beverages company has been the AFL’s official partner across multiple non-alcohol and alcohol categories, with Carlton Draught continuing as the long-standing official beer.

Robert Iervasi, Group CEO of Asahi Beverages, said the announcement marks an exciting new chapter for their non-alcohol beverages and builds on one of sports’ oldest partnerships between the AFL/VFL and Carlton & United Breweries, which is a proud part of Asahi Beverages.

“We can’t wait to use our iconic brands to help bring the partnership to life for fans with on-ground activations, competitions and much more. We will also continue to find innovative ways to support the game and its amazing players, both male and female.”

Along with Cool Ridge becoming the official water and Gatorade the official sports drink, Pepsi Max and Solo will become AFL’s official soft drinks.

Gillon McLachlan, Chief Executive of the AFL, said they are proud to partner with Asahi Beverages and their broad portfolio of iconic brands.

“Partnering with both the AFL and AFLW competitions and delivering category leading products to our clubs and players, we look forward to working with all the brands across the non-alcohol and alcohol categories to connect them with footy fans.”

The partnership will see Gatorade hydration stations return to clubrooms, while Carlton Zero will become the first ever official non-alcohol beer.

Kyle Faulconer, CEO of PepsiCo ANZ, said this new partnership will help them better connect their brands with footy fans.

“Pepsi Max is one of the biggest brands in the cola category, while Gatorade is trusted by some of the world’s best athletes and has a long history in Australian sport. It’s the most scientifically researched and game-tested way to keep you hydrated and has been fuelling elite athletes across a broad range of sports for decades as well as inspiring everyday Aussies to perform at their best.”

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