Cricket Australia drinks to ODI naming rights deal

Carlton & United Breweries (CUB) has opted to return to one-day international (ODI) cricket sponsorship after agreeing a deal with Cricket Australia to become the naming rights sponsor of ODI games in Australia.

Under the terms of the agreement, the five ODI matches against England in January 2014 will be known as the Carlton Mid ODI Series – utilising CUB’s Carlton Mid brand.

CUB has a strong association with cricket has a long-standing relationship with Cricket Australia that stretches back 16 years and includes the use of a number of the group’s brands.

Cricket Australia CEO James Sutherland said: “They have been a strong supporter of the Australian men’s team overseas tours for the last five years through their Victoria Bitter brand, and were associated with the Australian ODI cricket season for 11 years prior to the 2007-08 season. Their return to local ODI cricket could also not come at a more exciting time, with five blockbuster matches against England scheduled for the summer.”

The two parties have also worked together on a number of initiatives for supporters, including ‘know when to declare’ responsible drinking campaign.

CUB chief executive Ari Mervis added: “Cricket Australia and CUB will continue to uphold core values of responsible consumption by jointly investing in communications similar to the successful ‘Know when to declare’ campaign that have appeared in recent years on billboard, in stadia and on television.”