Under the terms of the agreement, the brewer's flagship brand XXXX Gold will be the official beer of the international rugby league competition. Lion will, in addition, receive the pourage rights for the beer and cider categories at all fixtures played in Australia and New Zealand. Its products will be available in hospitality suites throughout the five-week tournament period.
“Lion has been a long-time supporter of rugby league in both Australia and New Zealand at all levels of the sport,” said Andrew Hill, chief executive of RLWC2017. “We are pleased to welcome them as the official beer partner of this year’s Rugby League World Cup.”
Matthew Windsor, director for on-premise at Lion, added: “We are really excited to bring the number one mid-strength beer in Australia to adult Rugby League World Cup fans. Mid-strength beers are a popular fixture in venues across both Australia and New Zealand, and Lion are proud to bring XXXX Gold to rugby league fans to enjoy responsibly.”