Food and beverages company Lion has agreed a sponsorship deal with organisers of this year’s Rugby League World Cup, through which its XXXX Gold brand will serve as the official beer of the national team tournament.
The competition will take place from October 27 to December 2 in Australia, New Zealand and Papua New Guinea. Lion has been named as the official beer partner of the event in Australia and New Zealand.
Under the agreement, XXXX Gold and other Lion products will be sold in hospitality suites and functions at all fixtures, as well as other official tournament events.
XXXX Gold will also launch tournament-related promotions in Australia, with prizes to include pre-match coin tosses with team captains.
Organisers said the partnership would not grant Lion any exposure on teams’ jerseys or apparel.