The Australian Football League has announced a landmark partnership with drinks company, Asahi Beverages, with several of their brands becoming official drinks of the league.
The four-year deal will see Pepsi Max and Solo become the official soft drinks of the AFL, while Cool Ridge will be the official water and Gatorade will become the official sports drink.
Additionally, Gatorade hydration stations will return to clubrooms, while Carlton Zero will become the first-ever official non-alcoholic drink of the league.
Commenting on the partnership, Asahi Beverages Group CEO, Robert Iervasi, said: “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.”
“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.
“Today’s 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,” he said.
AFL CEO, Gillon McLachlan, added: “The AFL is proud to partner with Asahi Beverages and their broad portfolio of iconic brands.”
“Partnering with both the AFL and AFLW competitions and delivering category leading products to our clubs and players, we look forward to working with all the brands across the non-alcohol and alcohol categories to connect them with footy fans.
“Carlton Draught is engrained in footy, and to be able to expand one of the longest partnerships in our game’s history is momentous for the league and footy fans alike,” he said.
The announcement comes after the Brisbane Lions extended their partnership with McDonald’s.
