The National Rugby League (NRL) has announced a multi-year partnership extension with Australia’s leading drinks company, Asahi Beverages, consolidating the league’s existing sponsorships with Asahi’s business divisions.

The deal will see Asahi Beverages serves as the official Beer, Cider, and non-alcoholic beverage sponsor to the NRL, with Victoria Bitter and Solo becoming the official drinks of the league.

Both brands will leverage in-stadium activations, sponsoring social and digital campaigns to retail footprint initiatives to target fan engagement.

Additionally, Asahi Beverages drinks, including Gatorade and Cool Ridge Water will be continually supplied to NRL Elite Teams such as the Indigenous All Stars and the Kangaroos.

Commenting on the partnership extension, NRL CEO, Andrew Abdo, said: “We are excited to bring together a long-term partner in Carlton & United Breweries and our more recent relationship with Asahi Lifestyle Beverages into one agreement under Asahi Beverages.”

“The renewal will enhance our existing partnership and continue to offer unique benefits and great product choice to fans during our major events,” he said.

Asahi Beverages Group CEO, Robert Iervasi, added: “The NRL is a major passion of so many of our consumers and through this partnership, we will be able to reach people wherever they choose to enjoy our great range of beverages.”

This announcement comes after the NRL and RLPA agreed a deal to allow players to sign contracts for 2023.