Liquorland Announces First Sporting Partner in 52 Years

Cricket Australia and Liquorland have announced a four-year partnership. It’s the retailer’s first national sporting partner in its 52-year history.

The partnership comes as Liquorland recently launched its biggest-ever brand campaign, ‘Cheers!’ which celebrates everyday moments, such as watching sports with your mates.

As part of the inaugural partnership, Liquorland will 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 Cricket Australia Events and Hospitality, including pourage rights in the public area at the Gabba.

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

“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.”

Cricket Australia Executive General Manager, Broadcast and Commercial, Stephanie Beltrame, said this partnership will unite Australians together in a memorable and responsible way.

“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.”