Cricket Australia lands new deal following XXXX Gold departure
Cricket Australia has moved quickly to fill the void left by Lion’s XXXX Gold, announcing 4 Pines Brewing Company as the official beer of the Australian Men’s Cricket Team this summer.
The deal comes two weeks after Lion opted not to renew its deal following a “review of existing sponsorships.”
“We are very grateful to Cricket Australia and proud of our partnership over the last four years, which has given us the opportunity to showcase some of our much-loved brands alongside Aussie cricket – including XXXX and Hahn,” a company spokesperson said.
“2020 was a year like no other and the business has had to make some difficult decisions.
“We have taken the opportunity to assess our current sponsorship arrangements and following much consideration we have decided not to renew our partnership with Cricket Australia post 30 June 2021.”
Cricket Australia said that 4 Pines “probably isn’t who you’d expect” to be the next beer of The Vodafone Ashes and the summer of cricket, but admitted the local brewer has become one of the biggest craft brewers in Australia over the last 13 years.
As part of the deal, 4 Pines said it would plant four trees for every four struck at men’s national cricket games this summer through its ‘Brew Better’ commitment and partnership with Landcare Australia. 4 Pines joins a Cricket Australia roster which includes Cadbury, Rexona, Vodafone, KFC, and Dettol.