Carlton & United Breweries brand to produce three million cans featuring team colours.
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- Partnership to be activated in stadiums, across VB's retail footprint and on social media
- 2021 State of Origin series kicks off on 9th June at the MCG
Melbourne-based Carlton & United Breweries will promote its Victoria Bitter (VB) brand during this season's State of Origin series.
As the official beer sponsor of the National Rugby League (NRL), VB is extending its partnership to the State of Origin through a range of consumer interactions in stadiums, across its retail footprint and on social media to support this year's series.
The annual three-match series between the states of New South Wales and Queensland is traditionally one of Australia’s biggest sporting events of the year.
NRL head of partnerships Jaymes Boland-Rudder said: “The NRL is excited to have VB involved with State of Origin and providing opportunities for fans to engage with VB whilst attending or watching State of Origin around the country, VB is synonymous with NRL fans and we look forward to bringing this partnership to life."
A limited-edition VB official origin can featuring team colours from both New South Wales and Queensland has also been created. Carlton & United Breweries has been a partner of the NRL since 2004.
Meanwhile, the NRL is set to trial technology from London-based Sportable on match balls to detect forward passes.
The technology, which England rugby union coach Eddie Jones has already used, involves a micro-chip implanted in the Steeden rugby league ball and a series of tripod-mounted beacons placed around the field.
NRL officials are expected to experiment with the new-age ball in training matches with a long-term view of adopting it in the NRL. Sportable was featured in SportsPro’s 2020 class of 20 sports tech ideas to invest in now.
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NRL's State of Origin secures Victoria Bitter as official beer sponsor - SportsPro Media
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