Tuesday, January 25, 2022

Here’s cheers – Queensland Cricket and XXXX to bat on

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ONE of the most iconic partnerships in Queensland sport is set to continue.

With summers in the Sunshine State long associated with both cricket and XXXX, Queensland Cricket is delighted to announce that the celebrated sponsorship deal between the pair will be extended for another season.

The connection between Queensland Cricket and XXXX dates back more than 30 years, and has been front and centre for some of the most famed moments in Queensland and Australian cricket.

Think back to Allan Border, Ashes urn in one hand, can of XXXX in the other at The Oval in London, after his under-rated Aussies stunned the English by reclaiming the Ashes in 1989. Six years later, as the Queensland Bulls finally broke their Sheffield Shield drought by thumping South Australia, the team toasted the occasion in style, raising the trophy and the XXXX beers in front of wildly celebrating fans.

And twenty-six seasons on, the partnership with Lion Nathan continues to flourish, highlighted earlier this year by a repeat of the 1995 dressing room celebrations as the Bulls claimed their ninth Shield title and cracked open the XXXX beers to celebrate at Allan Border Field.

The partnership extension will see XXXX continue as the official beer of Queensland Cricket, while for the first time, the sponsorship will extend to retail group Liquor Legends whose customers and members will receive exclusive Brisbane Heat membership and ticketing offers. 

Queensland Cricket CEO Terry Svenson welcomed the continued stand between two much-loved staples of northern summers.

“Together, Queensland Cricket and XXXX have enjoyed a tremendous partnership over a number of decades,” he said.

“As the cricket action heats up on field with the start of the Ashes at the Gabba and the Big Bash League getting underway, we also look forward to another successful season at state level; and warmly welcome Lion Nathan and their iconic XXXX brand back on board.”

Terry Svenson, CEO, Queensland Cricket announcing the one-year extension of Queensland Cricket's sponsorship deal with XXXX

Photo Credit: LinkedIn profile photo of Terry Svenson

XXXX Sponsorship Leader, David Bruhn said Queensland’s favourite beer was so proud to extend its partnership with Queensland Cricket.

“We have stood side-by-side with Queensland Cricket for more than 30 years now, and it is a source of great pride for XXXX to support the Queensland Bulls, Queensland Fire and Brisbane Heat as they dominate on the cricket stage across all formats” Bruhn said.

The Queensland Bulls are again among the early pacesetters for the 2021-22 season, sitting second on the table after the first five games of the Shield season.

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