The New South Wales Rugby League (NSWRL) has announced that Tooheys has agreed to extend its long-term partnership with State of Origin side the New South Wales Blues (NSW Blues).
The four-year renewal will see the Lion-owned brewery continue to serve as the shorts sponsor of the state’s representative rugby league team, who compete against the Queensland Maroons in an annual best-of-three match series. The brand will also be listed as the official beer of the NSW Blues.
According to Australian newspaper the Daily Telegraph, the deal is worth AUS$4 million (US$3.2 million) each year. The agreement prolongs a partnership which first began in 1991.
“Tooheys has a rich history with the Blues and rugby league in NSW so it makes it a natural fit for them to be back as the official beer of the NSW Blues,” said Jodie Cross, head of commercial for the NSWRL. “We are really proud to have renewed our association and our partnership with the number one-selling pack beer in NSW underlines the strength of the Blues brand and the NSWRL’s commercial strategy.”
Ben Slocombe, marketing director at Lion, added: “Tooheys supported the Blues from the start, and we’ve never stopped supporting them really, so it is fantastic to have NSW’s biggest beer back officially with the NSW Blues.”
The 2017 State of Origin series was the 36th edition of the event, and saw the Queensland Maroons secure their 21st title with a 2-1 win.