Cricket Australia replaces CUB with Lion

Cricket Australia has unveiled food and beverages company Lion as its new beer partner after ending its long-running association with Carlton & United Breweries.

Lion will serve as Cricket Australia’s official beer and cider partner for international cricket and will be granted gold partner status with the governing body and the men’s national team. The four-year deal becomes effective on July 1 and runs until 2021.

Under the agreement, Lion beers will be stocked at all official Cricket Australia functions, while the company will benefit from designated signage at stadiums. The partnership does not include any kit branding.

CUB had sponsored Australian cricket since 1996 and its VB brand had most recently served as the naming-rights sponsor for the country’s one-day international team and domestic one-day series. VB’s logo also featured on Australia’s jerseys.

Lion’s XXXX Gold beer brand will be made available in venues across Australia as part of the new deal.

Cricket Australia chief executive James Sutherland said: “XXXX Gold is the number one mid-strength beer in the country and will be a great moderation choice for fans attending our games. Lion and Cricket Australia both have a relationship with DrinkWise Australia and we look forward to working collaboratively to promote a positive drinking culture at games, where fans never miss a moment of the action.”

Cricket Australia said that discussions with prospective naming-rights sponsors for the men’s national team, Test series, one-day internationals and Twenty20 internationals are “well advanced” and deals will be announced as they are concluded.