Asahi Beverages has entered a landmark new partnership with the AFL, as part of a four-year deal, a range of beverages including Gatorade and Cool Ridge water will become the new official drinks of the AFL.
The announcement marks the first time a beverages company has been the AFL’s official partner across multiple non-alcohol and alcohol categories and underlines the breadth of Asahi Beverages’ leading multi-beverages portfolio. In a separate, related deal - Carlton Draught will continue as the long-standing official footy beer.
Pepsi Max and Solo will become the AFL’s official soft drinks while Cool Ridge will become the official water, and Gatorade the official sports drink. Gatorade hydration stations will return to clubrooms and Carlton Zero will be the AFL’s first- ever official non-alcohol beer in a sign of footy fans’ evolving tastes.
Asahi Beverages Group CEO Robert Iervasi said the partnership marked a new chapter for Asahi’s non-alcohol beverages, and built on one of sports’ oldest partnerships between the AFL/VFL and Carlton & United Breweries.
“This is a landmark partnership that better connects our iconic and much-loved brands with footy fans watching the game in stadiums, pubs or at home. We’re immensely proud that our multi-beverage portfolio of iconic brands has helped us become the first-ever company to officially partner with the AFL across multiple non- alcohol and alcohol categories,” said Iervasi.
In Australia, PepsiCo’s range of drinks are manufactured and distributed by Asahi Beverages.
PepsiCo ANZ CEO Kyle Faulconer said, “We’re excited this new partnership will help us better connect our brands with footy fans. Pepsi Max is one of the biggest brands in the cola category, while Gatorade is trusted by some of the world’s best athletes and has a long history in Australian sport. It’s the most scientifically researched and game-tested way to keep you hydrated and has been fuelling elite athletes across a broad range of sports for decades as well as inspiring everyday Aussies to perform at their best.”
AFL executive general manager, customer and commercial Kylie Rogers said the partnership was ‘something all football fans can ‘cheers’ to’.
“For a long time we’ve had the best beer partner in the world in Carlton Draught and we’re happy to welcome back Gatorade - so that our players have the best options on field,” said Rogers.
