E-Malt.com News article: Australia: Coopers Brewery to be the major sponsor of Adelaide International Rugby Sevens

Coopers Brewery has gained a toe-hold in one of the State’s major sporting arenas, Adelaide Oval, according to company’s press release, March 26.

Coopers is a major sponsor of this year’s Adelaide International Rugby Sevens, gaining exclusive beer rights for the event on April 5 and 6.

It means that Coopers will be the only beer served at the Adelaide Oval during the event, which is expected to attract up to 35,000 Australian and International rugby enthusiasts over the two days. Coopers Chairman and Marketing Director, Mr Glenn Cooper, said the sponsorship arrangement was fantastic for the whole of Adelaide.

“In the past, Coopers has been locked out of the Adelaide Oval,” he said. “However organisers of the Adelaide International Rugby Sevens demanded a “clean” venue for this event, giving Coopers the opportunity to back a great sporting festival as well as getting its product into the Adelaide Oval.

“It was an opportunity that we grabbed with both hands. “The sponsorship also means that spectators will be able to celebrate every try with a Coopers Pale Ale, Coopers Premium Lager or a Coopers Mild Ale.”

Mr Cooper said the Adelaide International Sevens competition was expected to grow in popularity in coming years and there were strong indications that a Test match could be held at the Adelaide Oval next year between Australia and Italy.

“Coopers will certainly be seeking to expand its involvement with rugby and the Adelaide Oval,” he said.
Mr Cooper said the Adelaide International Rugby Sevens was the latest of a long list of South Australian events sponsored by Coopers including WOMADelaide, the Adelaide Festival of Arts and the recent Adelaide Guitar Festival.

“Sponsoring events such as the Adelaide Rugby Sevens is extremely important to Coopers,” Mr Cooper said.
“It opens our product up to a large number of interstate and international guests, as well as the thousands of locals who will attend.”

Mr Cooper said Coopers would adopt a number of new promotional strategies to help spread the word of the sponsorship agreement.

“We have a number of very exciting ideas up our sleeve to make sure people are aware that they can enjoy a Coopers beer over the two-day event,” Mr Cooper said.
“All I can say at this stage is that a cannon and motorised eskies are involved.”

The Adelaide Rugby Seven’s will showcase 16 international rugby teams and will take place from 5-6 April.


28 March, 2008