By Andrew Starke
Lion Nathan and Football Federation Australia (FFA) today (Sep 4) announced they had signed an agreement that gives premium low carb beer brand Hahn Super Dry exclusive rights as the official beer of the FFA and the Qantas Socceroos team until July 2010.
The agreement gives Hahn Super Dry the rights to develop on- and off-premise consumer promotions as well as co-branded apparel and merchandise to support the national team in the lead up to Australia’s 2010 FIFA World Cup campaign in South Africa.
Lion Nathan premium marketing director, Arno Lenior, said the association would be leveraged through an integrated programme incorporating a broad range of touchpoints and channels.
“This is a great opportunity for Hahn Super Dry to support an iconic Australian team,” he said. “Football is a great fit for the brand, and we are absolutely delighted to now be championing one of Australia’s fastest growing sports.”
“Hahn Super Dry is one of the fastest growing brands in the Australian beer market, and has been a runaway success for us,” Lenior continued. “This association will help us build on the brand’s already strong national profile.”
FFA chief commercial officer, John O’Sullivan, said the organisation was thrilled to be able to partner with the Hahn Super Dry brand throughout the coming friendly matches and leading into next year’s campaign for the FIFA World Cup.
“It is the support of brands like Hahn that will help us drive interest in and take-up of the game at a grassroots level,” he said.
“Any brand that helps support and encourages those fans is a great addition to our current partners.”