Thursday, June 20, 2024

Coopers wins its serve

Australian owned Coopers Brewery has won the exclusive beer pourage rights for the Australian Open tennis tournament for the next five years.

The agreement means that only Coopers beer will be poured at Melbourne Park throughout the two weeks of the event, as well as lead-in tournaments in Brisbane, Sydney, Adelaide and Hobart from 2017 and Perth from 2018.

The deal also includes pourage rights for all other sporting and entertainment events at Melbourne Park.

The value of the contract has not been disclosed, but Coopers National Sales and Marketing Director Cam Pearce, said it was one of the largest national sporting agreements Coopers had signed.

“Tennis is a great fit for Coopers and the Australian Open and its lead-in tournaments in other capital cities are perfect avenues for us to showcase our products to the Australian market as well as international guests who visit Melbourne for the tennis,” he said.

Mr Pearce said Coopers would be supplying Coopers Original Pale Ale, Coopers Premium Lager and Coopers Premium Light throughout the tournament.

He added that Coopers would be undertaking an “exciting package refresh” for both Coopers Premium Lager and Coopers Premium Light to provide a fresh, vibrant look to coincide with and support the Australian Open.

“We have been working hard with Tennis Australia in preparing for the Australian Open 2017 and we are looking forward to giving tennis fans a special Coopers’ experience,” he said.

The Australian Open 2017 will run from January 16 to 29.

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