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XXXX enters AFL with Lions deal

AFL Aussie rules football team the Brisbane Lions has entered into a partnership with local beer brand XXXX.

The five-year deal runs from 2017 to 2021 and names Queensland-based XXXX as a major support partner of the Lions.

The company will also serve as the Lions’ official shorts partner for the 2017 and 2018 seasons. Its branding will feature on the right-hand side of the team’s shorts.

As the Lions’ official beer and cider partner, XXXX’s products will be sold at the team’s home stadium, the Gabba, and the Lions@Springwood social club.

The deal marks XXXX’s first move into AFL sponsorship. Carlton and United Brewing has previously served as a protected AFL sponsor meaning clubs could not sign with a rival. However, CUB’s latest contract is not as restrictive, opening up the possibility of deals such as the one entered into by the Lions.