By James Atkinson
Coopers' sponsorship of the V8 Supercars has combined with the brewer's 150th celebrations to boost sales of Cooper Mild Ale 3.5 this year, according to chairman Glenn Cooper.
Cooper told TheShout that the Coopers Mild Ale, which has exclusive pourage rights at V8 Supercars events, achieved 32 per cent growth on last year in bottles, and 36 per cent growth in cans.
He stopped short of attributing all the sales growth to the sponsorship, which was inked in February. But Cooper said that along with the 150th celebrations, it had certainly contributed to improved consumer awareness of the Coopers brand.
"I think that the V8 Supercars is just stepping up in quality," he added.
"And I am continually pleased to see the way the top echelon of V8 Supercar drivers present themselves in Australia, media-wise and presentation-wise, they don't have the problems some other sports do."
Glenn Cooper (right) with V8 Supercars CEO David Malone
"As a family company we are very conscious of what we associate with, and I've got to say I haven't had any problems whatsoever with V8 Supercars, its been terrific."
Cooper said he had enjoyed mixing with motor racing fans at V8 Supercars events.
"At each of the races I went down to the general admission bar, I didn't stay in the corporates all the time," he said.
"I introduced myself to some of the race fans and bought them some Mild Ale."
Coopers' sponsorship of the V8s was hailed as a marketing coup for the brewer, which Glenn Cooper pointed out had few other available sponsorship opportunities in Australian sport, with AFL, rugby and tennis all locked in to long-term arrangements with alcohol partners.
"Where else we could have gone?" he asked.
"The V8s was a very good opportunity at a price we could afford."