Wednesday, June 19, 2024

Asahi Beverages partners with the AFL

Asahi Beverages has entered a new partnership with the AFL.

As part of a four-year deal, a range of beverages including Gatorade and Cool Ridge water will become the new official drinks of the AFL. And – in a separate but related deal – Carlton Draught will continue as the “long-standing official footy beer”.

According to Asahi Beverages, the announcement marks the first time a beverages company has been the AFL’s official partner across multiple non-alcohol and alcohol categories.

Pepsi Max and Solo will become the AFL’s official soft drinks while Cool Ridge becomes the official water and Gatorade the official sports drink. Gatorade hydration stations will return to clubrooms and Carlton Zero becomes the AFL’s “first-ever” official non-alcohol beer.

“This is a landmark partnership that better connects our iconic and much-loved brands with footy fans watching the game in stadiums, pubs or at home,” says Asahi Beverages Group CEO Robert Iervasi. “We’re immensely proud that our multi-beverage portfolio of iconic brands has helped us become the first-ever company to officially partner with the AFL across multiple non-alcohol and alcohol categories.

“[The] announcement marks an exciting new chapter for our non-alcohol beverages and builds on one of sports’ oldest partnerships between the AFL/VFL and Carlton & United Breweries, which is a proud part of Asahi Beverages.

“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.”

PepsiCo ANZ CEO Kyle Faulconer adds: “We’re excited this new partnership will help us better connect our brands with footy fans. Pepsi Max is one of the biggest brands in the cola category, while Gatorade is trusted by some of the world’s best athletes and has a long history in Australian sport. It’s the most scientifically researched and game-tested way to keep you hydrated and has been fuelling elite athletes across a broad range of sports for decades as well as inspiring everyday Aussies to perform at their best.”

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