Lion has been announced as the exclusive supplier of beer and cider at Adelaide Oval, continuing a partnership that spans more than 65 years with the SANFL and more than 60 years with SACA.
The ten-year, multi-million dollar deal will deliver significant financial returns for both sporting codes while providing Adelaide Oval patrons with a range of premium beverages.
“We’re very pleased to announce that Lion was successfully awarded the right to be the exclusive supplier of beer and cider at Adelaide Oval,” said Adelaide Oval SMA CEO Andrew Daniels.
“Contracts such as these are a pivotal part of our business plan to ensure that we can meet our operating obligations while providing a return to support grassroots cricket and football. This deal will deliver significant financial benefits for both sporting codes.
“As the market leader, this deal is also excellent news for those Adelaide Oval patrons who are legally able to drink alcohol as they will be able to responsibly enjoy an excellent selection of Lion’s quality beers and ciders.”
The supply term will come to an end in 2025.
The deal also extends to sponsorship of the SANFL competition and the SANFL clubs, including pourage rights at the clubs.
West End Draught, XXXX Gold, Hahn Super Dry, James Boag, Corona and Heineken are just some of the beers from Lion’s portfolio that will be available at the stadium, as well as 5 Seeds cider.
SANFL Executive Commissioner Leigh Whicker AM said the League was delighted with the deal.
“This is a terrific partnership and we’re very pleased with what it means for football in South Australia, particularly in terms of securing ongoing support for the SANFL and the League clubs,” he said.
“The West End brand is synonymous with the SANFL as is the chimney ceremony, which has recognised the premiership team every year for more than 60 years.”
SACA Chief Executive Officer Keith Bradshaw said the deal was equally as important to cricket.
“Lion has been a fantastic long-term supporter of cricket in South Australia through their West End brand. This deal is critical to cricket in our State, with support for the West End Redbacks and Adelaide Strikers through to grass roots Premier League and Grade Cricket competitions,” he said.
Jake Parkinson, West End’s Regional Director said Lion is proud of its longstanding partnerships with the SANFL and the SACA and is excited that these will continue into the future.
Adult patrons at the Adelaide Oval have long enjoyed our range of Australian and International premium beer and cider products many of which are brewed at our West End brewery. Today’s announcement is a continuation of this South Australian tradition in a stadium that is committed to creating positive experiences at sports and events in Adelaide,” Jake said.
The Adelaide Oval SMA is a joint venture company limited by guarantee. As part of the Adelaide Oval SMA’s financial model, it will be generating major revenue outside of football and cricket which will not only cover the operating costs of the Authority, but will also:
- Cover the annual lease payment to the State Government as stipulated by legislation;
- Make an annual payment into the legislated Sinking Fund for the long-term maintenance of the stadium; and
- Deliver an annual dividend to the stakeholders (the SANFL and SACA).
Kristy Macfarlane, Michels Warren, 8267 6888 or 0402 557 527