Asahi Beverages announces NRL partnership renewal

The NRL today announced a multi-year extension of its partnership with leading drinks company, Asahi Beverages that consolidates existing sponsorships with Japanese company’s business divisions - Carlton & United Breweries and Asahi Lifestyle Beverages - into one agreement.

The deal locks in Asahi Beverages as the official beer, cider and non-alcohol beverage sponsor of the NRL.

Asahi Beverages’ portfolio includes some of Australia’s most-popular drinks with the lead brands in the partnership to be Victoria Bitter, as the official Beer of the NRL, and Solo, the official non-alcohol beverage of the NRL.

Both brands will leverage in-stadium activations, social and digital campaigns and retail footprint executions to engage fans, including with non-sugar option Solo Zero. In addition, Asahi Beverages drinks, including Gatorade and Cool Ridge water, will be supplied to NRL Elite Teams such as the Kangaroos and Indigenous All Stars before, during and after matches.

Announcing the extended partnership, NRL Chief Executive, Andrew Abdo stated “we are excited to bring together a long-term partner in Carlton & United Breweries and our more recent relationship with Asahi Lifestyle Beverages into one agreement under Asahi Beverages.

“The renewal will enhance our existing partnership and continue to offer unique benefits and great product choice to fans during our major events.”

Asahi Beverages Group Chief Executive, Robert Iervasi added “Asahi Beverages is thrilled to continue our multi-beverage partnership with the NRL. The NRL is a major passion of so many of our consumers and through this partnership we will be able to reach people wherever they choose to enjoy our great range of beverages.”

Image: Josh Addo-Carr and Bryan Fletcher with Asahi Beverages products.