Asahi Beverages and AFL sign four-year deal in new partnership

Asahi Beverages and the Australian Football League (AFL) have partnered up, whilst Carlton Draught continues as the official footy beer.

Gatorade and Cool Ridge water will become some of the new official drinks of the AFL, as Asahi Beverages signs a four-year deal with the sport. Footy fans will also see Pepsi Max and Solo as the official soft drinks.

The announcement marks the first beverage partnership for the AFL across multiple non-alcoholic and alcoholic categories, underlining Asahi Beverages wide portfolio.

Asahi Beverages group CEO, Robert Iervasi, said: “This is a landmark partnership that better connects our iconic and much-loved brands with footy fans watching the games in stadiums, pubs, or at home.”

“We can’t wait to use our iconic brands to help bring the partnership to life for fans with on-ground activations, competitions and much more. We will also continue to find innovative ways to support the game and its amazing players, both male and female,” he said.

AFL chief executive, Gillon McLachlan, said: “Partnering with both the AFL and AFLW competitions and delivering category leading products to our clubs and players, we look forward to working with all the brands across the non-alcohol and alcohol categories to connect them with footy fans.”

Meanwhile, Carlton Draught will remain as the long-standing official footy beer, with Carlton Zero becoming the first ever official non-alcoholic beer.

“Carlton Draught is engrained in footy, and to be able to expand one of the longest partnerships in our game’s history is momentous for the league and footy fans alike,” added McLachlan.

AFL executive general manager, customer and commercial, Kylie Rogers, said: “For a long time we’ve had the best beer partner in the world in Carlton Draught and now we’re excited to welcome back Gatorade – the best sports performance drink available, so that our players have the best options on field.”


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