By James Atkinson
Carlton & United Breweries (CUB) has made a statement of intent for Crown Golden Ale, with the brand having taken naming rights to the Caulfield Cup for 2014.
Along with naming rights, the deal announced by Melbourne Racing Club late last week includes substantial on-course signage and branding presence. It also allows for on-course promotional activity, brand integration into content and entertainment opportunities.
The arrangement augments the existing relationship between the two parties, including pourage rights at MRC venues and other race sponsorship involvement at Caulfield and the club's other racing venues, Sportingbet Park (Sandown) and Mornington.
MRC chief executive officer Brodie Arnhold said Crown's ‘Australia’s finest' tagline "speaks to the premium nature of both entities".
"Moreover, our overarching goal for this Carnival has been to innovate our racing product and on-course offering to patrons, from entertainment to food and beverage, and for that to coincide with the newest innovation from Crown we feel is fitting," he said.
CUB said the partnership would support the work it was doing around positioning beer as a contemporary drink, made for occasions like the races, where men and women enjoy relaxing and celebrating together.
According to industry publication Sponsorship News, CUB hasn't used a major sponsorship strategy for the Crown brand since a foray into golf in 2011.
"Instead, marketing for Crown Lager has been mainly above-the-line," Sponsorship News said.