Wednesday, March 8, 2006 - 4:13 PM
*'s Australia has changed its sponsorship of the National Rugby League competition from VB to its Carlton Mid brand as part of an aggressive push on the midstrength beer category in New South Wales and Queensland.
The sponsorship brand change is rolling out at the same time as a name change (from Carlton Midstrength to the more user-friendly Carlton Mid) and repackaging designed to create bigger impact both in liquor outlets and through advertising and other branding opportunities.
Apart from being the official beverage partner of the NRL, Carlton Mid will also be;
Fans will also see the Carlton Mid logo featured prominently in on-field grass signage at all NRL games throughout the seven month season while the brand will be broadcast sponsor of Channel *'s Friday Night Football. The Channel Nine sponsorship deal will encompass benefits such as naming rights to the Man of the Match for both State of Origin and Finals Series, opening and closing billboards and airing of the Carlton Mid commercials during all telecasts.
Carlton Mid Rugby League Ambassadors are NSW legends Laurie Daley and Matthew Johns plus Queensland heroes Gorden Tallis, Trevor Gillmeister and “The King†Wally Lewis. All five former Australian players will be extensively involved in PR and leveraging opportunities throughout the 2006 season.
Carlton Mid is already the second most popular beer in Queensland, where the midstrength category is firmly established. The brand is also exhibiting strong growth in NSW and *'s has high hopes for its performance.
Carlton *'s NRL television campaign commenced on Sunday, March 5.
The Carlton Mid TV campaign reveals the existence of a secret blokes’ society known as the “Male Intelligence Division’ (M.I.D. – get it?!). It also lifts the lid on a phenomenon known as ‘blokebots’ or mechanised robots. While M.I.D. members spend time with their mates, catching up over a beer and watching the NRL on TV, their “blokebots†are attending to their daily chores.
According to Category Director – Mainstream Beers, Matt Keen, Carlton *'s potential will be greatly enhanced by the Rugby League sponsorship.
“We’ve had a huge amount of interest in the brand, and the Rugby League sponsorship gives us an added boost in the NSW and Queensland markets,†he said.
Source: NRL
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Great to see a beer that actually taste good become the official one of the NRL.
VB tastes like crap IMO
*waits for woodgers to shoot me for that comment