By Andrew Starke

Fox Sports Venues and the Australian Leisure & Hospitality Group (ALH) have formed a joint venture to create branded content that will test the nation’s pub sports trivia buffs.

Sponsored by Victoria Bitter, the Cheers for Beers initiative is designed to support pubs by using sport to protect and grow their patronage.

Fox Sports presenter and cricket ace, Damien Fleming, will be the face of the new series, which will scour the country in search of Australia’s top sports genius in what is being billed as the ultimate pub trivia competition.

The competition will feature six ALH venues across Sydney, Brisbane and Melbourne, as pubs and their patrons go head-to-head in the ultimate battle for the sports trivia title.

Sports trivia contestants from ALH venues will be required to consecutively answer six correct questions to win Fox Sports and VB merchandise packs and then go into a knockout round to win tickets to the One Day International cricket tests.

Fleming will be accompanied by a Fox Sports film crew who will capture all the action which will be screened over 6 weeks from November 8.

Fox Sports venues director of commercial and sales, Sarah Keith, said that Cheers for Beers was an Australian media first and would help both ALH and VB to drive patrons to venues and engage with them.

“We have a responsibility to support Fox Sports venues and entertainment is key to that aim,” she said. “We’re delighted to be working closely with the ALH on this project and using our internal assets such as sports talent and distribution channels to help promote Fox Sports venues.”

Cheers for Beers will be supported by national television advertising, ATM marketing plus on- premise advertising, to ensure that venues attract patrons at traditionally quieter hours of the day.

Fox Sports will also provide the venues with posters, banners, coasters and branded polo shirts.

Full details of the competition, including filming dates and venues can be found by clicking here

The Shout Team

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

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