Cricket Australia secures multi-year sponsorship deal with Liquorland

Cricket Australia, the governing body for cricket in the country, has unveiled a multi-year sponsorship agreement with the Australian liquor store chain, Liquorland. This landmark partnership marks Liquorland’s first national sporting affiliation in its 52-year history and is set to span four years.

Liquorland is a part of the Coles Group and one of its three liquor brands. Liquorland boasts an extensive retail network, with stores spanning 743 different locations as of March 2023.

Under this pact, Liquorland assumes the role of an official partner for men’s and women’s international cricket events. The collaboration includes the provision of Aussie-favourite beverages, such as Tinnies beer and Mr Finch cider, at official Cricket Australia events and hospitality venues. Additionally, Liquorland will enjoy pouring rights in the public areas of iconic Brisbane stadium The Gabba.

This partnership coincides with Liquorland’s recent launch of its expansive brand campaign, aptly titled “Cheers!” The campaign celebrates everyday moments, including the joy of watching sports with friends.

“Liquorland has been serving Australians for over 50 years and is proud to be there for our customers’ memorable moments,” Mia Lloyd, General Manager of Customer Loyalty at Liquorland, said.

“As one of the country’s most-loved sports that’s full of memorable experiences, we’re thrilled to partner with Cricket Australia and welcome our first-ever national sporting partner. As part of the partnership, cricket fans at The Gabba will be able to enjoy our Tinnies beer and Mr Finch cider range, which will give fans something more to cheer about.”

We are pleased to welcome Liquorland as a Gold partner for the next four years!

Liquorland will proudly serve as an Official Partner across men's and women's international cricket and will bring Aussie-favourite brews Tinnies beer and Mr Finch cider to official events. pic.twitter.com/rBsQ9BUJTd

— Cricket Australia (@CricketAus) October 17, 2023

Stephanie Beltrame, Cricket Australia’s Executive General Manager for Broadcast and Commercial, welcomed the partnership and its potential.

“We are delighted to welcome Liquorland to the Australian cricket family and are thrilled to be their first national sporting partner,” Beltrame said.

“Our partnership with Liquorland will enable us to collaborate over the next four years to find imaginative and responsible ways to enhance cricket’s great occasions.

“We look forward to working closely with Liquorland to help fans create those special moments and are excited about our plans for the summer of cricket.”