By James Atkinson

Magners Cider brought its new sponsorship of the NSW Waratahs to life this week in the Super Rugby team's opening clash against Western Force at Allianz Stadium.

The sponsorship positions the Magners logo on the sleeve of the Waratahs' famous light blue jersey, providing large scale brand visibility and the opportunity for Magners to reward customers and fans through exclusive experiences.

Man of the Match Israel Folau with Bacardi Lion MD Denis Brown

Bacardi Lion senior brand manager – cider, Fraser Lockwood told TheShout the Waratahs deal builds on the brand's long-running association with amateur sport in Australia.

"We’re the major sponsor of 2013 champions Sydney Irish Rugby Football Club and also the chief sponsor of the GFHAA (The Gaelic Football & Hurling Association of Australasia)," he said.

Kurtley Beale scores between the Magners-branded goalposts (photo by Karen Watson)

The deal does not allow for pourage at home games but Lockwood said Magners is planning brand activations at venues nearby.

"We’ve found that the drinks before and after the game are the really important ones for fans and so we’re working with local venues on how we can better utilise the sponsorship in their venue," he said.

The Shout Team

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

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