As Collingwood Football Club and its supporters prepare for a return to the MCG tonight, the club is pleased to announce the extension of its partnership with Carlton & United Breweries (CUB).
The decades-long relationship between these iconic Australian brands is set to continue until at least the end of 2025.
The partnership is an early win for Magpies supporters in 2021, with the club working together with CUB to enhance the fans’ connection to the game, providing new and exciting footy experiences for friends to enjoy together.
CUB products will be poured at all official club events and match-day functions, giving fans access to Australia’s leading range of beers, including Carlton Draught, Great Northern Super Crisp, Asahi Super Dry and Peroni Nastro Azzurro.
In addition, members and fans will be invited to CUB’s ‘Away Game’ events, which will be pub events hosted by Carlton Draught to watch the game when the Pies play interstate.
As part of the partnership extension, Carlton Zero branding will feature on the Collingwood AFL coaches’ apparel. Carlton Zero - a 0.0% beer that provides beer lovers with more opportunities to consume beer responsibly - has transformed the non-alcohol beer market since it launched in 2018.
Collingwood CEO Mark Anderson said the extension of the agreement marked a continued alignment of objectives between both brands.
“Collingwood is thrilled to extend its partnership with Carlton & United Breweries and continue to work with them on delivering even greater experiences for the Magpie Army to enjoy the game we all love together,” Anderson said.
“After a 2020 that saw a lot of our supporters unable to share in the fun of the game, we are looking forward to working with Carlton & United Breweries to create experiences that unite our supporters whether it be at a match, their local pub or from the comfort of their home.
“As the team makes its long-awaited return to the MCG tonight alongside our supporters, we are thrilled to do so with the support of Carlton & United Breweries.”
Hayden Turner, Head of Classic Beer, CUB, said: “CUB is very pleased to announce our partnership extension with the Collingwood Football Club. After what has been a very challenging year, we are thrilled to be working on new and exciting initiatives that are sure to engage the Magpie Army. We look forward to seeing the fans back at the ground and back at the pub, getting amongst the game we all love once again”.
