Photo Credit: South Australian Cricket Association
West End and the South Australian Cricket Association will continue their 70-year partnership, with a four-year contract extension announced today.
Lion – as owners of West End – has long been one of South Australian cricket’s biggest supporters, and it will continue as the naming rights partner of the West End Redbacks, SA’s elite men’s team, as well as major sponsors of the West End Men’s Premier Cricket competition.
SACA thanks Lion for their continued allegiance through decades of cricket in South Australian, with ‘West End’ emblazoned underneath the famous Adelaide Oval scoreboard, and on the front of the Redbacks’ playing and training kits.
“We at SACA have been grateful for the support West End and Lion have shown for decades, and we are of course delighted with this ongoing partnership” said Acting CEO Jodie Newton.
“West End is synonymous with South Australian cricket, and it has allowed the game to prosper at the great Adelaide Oval and surrounding clubs and associations throughout this time.”
West End will also continue as partners of the Adelaide Strikers, having been on board since the inception of the franchise 10 years ago.
Lion’s SA Sponsorship and Events Leader Tim Moffat said:
“West End has been part of South Australia for 162 years,” said Tim.
“While we’ll no longer be brewing beer in Thebarton, we are part of South Australia’s DNA – in our community, at your local, on the hill,” Tim said.
“West End will stay strong in South Australia. You’ll still be able to enjoy the same great taste on tap or by drinking a red tin.
“West End will continue to be a huge part of the South Australian community, through partnerships like we have with SACA.
“This partnership has been going for as long as anyone can remember – and we’re thrilled to see it continue.
“We’ll also keep backing South Australians – by backing cricket, footy and other community partnerships right across our state.”