Lion and Football Australia unveil the 'Hahn Australia Cup'

Lion Australia has announced a landmark partnership with Football Australia establishing Hahn as the naming rights partner for the Australian Cup. As part of this partnership, the national football competition will officially be known as the Hahn Australia Cup for 2025 and for the following three years.

“We’re incredibly proud to partner with Football Australia as the official beer and naming rights partner of the Australia Cup,” said James Brindley, Lion’s Managing Director.

“Hahn is here to celebrate the on-field moments that forge lifelong bonds and become the stuff of legend in months and years to follow. We look forward to raising a Hahn with the players, coaches, and communities that bring this tournament to life each year.”

Organised by Football Australia in conjunction with each State and Territory Member Federation, the Australia Cup is a national knockout tournament that unites both community clubs and professional A League teams.

“The Hahn Australia Cup is a competition that pits park footballers against professionals in the ultimate David vs Goliath matchup,” said Brindley.

“Aussies love to back an underdog and every year the Australia Cup delivers 'Cupsets' that engage and inspire players and supporters alike.”

James Johnson, CEO of Football Australia, added: “The Hahn Australia Cup represents more than just a football tournament; it brings together grassroots players, officials, fans, and communities from across the country in a shared celebration of the game."

One of the fastest growing beer brands in Australia, Hahn's partnership with Football Australia follows on from another recent sporting collaboration that saw AFL player Lance 'Buddy' Franklin help launch Hahn Ultra Zero Carb. Hahn's range of low and zero carb beers makes it well suited to the football partnership as an option for footballers wanting to keep active and enjoy a beer with teammates afterwards.

"Hahn pioneered areas of category forward innovation – driving low carb through both full strength and mid-strength and also with gluten free," Lion Sales Director Kerry Appathurai told Drinks Trade.

"The brand continues to support segment growth across all states in both the On Premise and in Retail. This highlights the continued opportunity with low carb but also the unlock for Ultra Zero Carb."

Both Football Australia and Lion are hopeful Hahn’s three year naming rights partnership will build into Hahn becoming the Official Beer of the Australia Cup for the long-term.

“This exciting partnership marks a significant moment for the Australia Cup, and we’re thrilled to welcome Hahn as the naming rights partner for this extraordinary competition,” said James Johnson.

"This partnership with Hahn, one of Australia's most popular beer brands, aligns perfectly with our vision for the Australia Cup, and we’re excited about the impact this collaboration will have on Australian football.”

This week, Lion also announced the Heineken Silver Smooth Tour, which it hopes will get 3.5 million Australians across five states to trial Heineken Silver before the end of 2025.

To do this, the Tour has employed a collaborative approach that will see it make deliveries of Heineken Silver to select consumer and professional events nationwide. To apply, event hosts are asked to visit the dedicated competition webpage and submit a 25-word entry on why their event deserves a “smooth delivery” of Heineken Silver from the Heineken Silver Jeep.