By Deborah Jackson, editor National Liquor News

Asahi Premium Beverages, distributors of Asahi Super Dry and Somersby Cider, has announced a multi-year partnership with the Urban Polo Association's national series, Polo in the City.

As part of the partnership, Somersby has secured the naming rights sponsorship of the Polo Lounge. Meanwhile, Asahi Super Dry will sponsor a Pro-Am Team as part of the series, with Australia's polo talent wearing Asahi Super Dry team shirts while battling it out on the field.

Greg Matheson, group category manager – beer/cider, Asahi Premium Beverages said: "Polo is such an iconic game and one of the fastest growing spectator sports globally. The Series is a high-end lifestyle property that marries well with our premium international beer and cider brands.

“We are thrilled to commence a partnership as the event enters a second decade, we hope to further enhance the hospitality offering and assist in introducing the sport to a wider audience”.

The series has cemented its position as an authentic marketing and hospitality platform for premium, luxury and performance brands, as well as becoming the go-to polo event on the Spring Summer calendar.

Geoff Gourley director Urban Polo Association said: “This new partnership with Asahi Premium Beverages will assist in driving greater visibility across the country and welcome new fans to the sport of Urban Polo on a national scale. We can’t wait to see what 2016 brings and will continue to build this union in the years to follow.”

The Polo in the City kicks off in Sydney on Saturday 12 November with events in Brisbane, Melbourne, Perth and Adelaide to follow.

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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