VB Beats Out Carlton Dry As Choice Sponsor For State of Origin

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arlton and United Breweries (CUB) have announced they will be promoting Victoria Bitter (VB) instead of Carlton Dry for this season’s State of Origin.

SportsBusiness reports the “change of beer partner will not alter the terms of the agreement [with CUB] which confers in-stadium benefits and rights across the brand’s retail footprint and social media output.”

These “in stadium benefits” will include VB’s “hard-earned bay”, where fans can visit to access full-strength VB off-tap, as well as food vouchers and other promotional benefits.

According to SportsBusiness, fans watching from the pub will also have the chance to win a “2022 State of Origin VIP package” thanks to VB’s “mates of Origin” promotion.

As sponsor of this year’s series, VB will be releasing three million limited edition “official origin cans” in the colours of both blue and maroon, representing both New South Wales and Queensland respectively.

According to SportsBusiness Sponsorship, VB’s most recent deal with the National Rugby League (NRL), signed in 2018, is worth $3.5 million a season, with its completion coming up in 2022.

VB is currently the official beer sponsor of the NRL and have been involved in sponsorships with the league since 2004.