E-Malt.com News article: 1164

Lion Nathan has signed an agreement, according to which its Steinlager brand becomes a major sponsor of the All Black rugby team. Under the arrangement, the brand will be on the training strip and training equipment of the All Blacks. The new sponsorship position is second tier to "Principal Partner" adidas, which is "Partner and Principal Sponsor" of the NZRU and the All Blacks and exclusive sports apparel and footwear supplier to the All Blacks and other national teams as well as the apparel sponsor of the five Xtra Super 12 franchises.

The lager has enjoyed a long association with the All Blacks, with its support dating back to 1986. In 1999, Steinlager's sponsorship of the All Blacks moved to a new position, as 'Official Beer of the New Zealand All Blacks' when adidas took over the principal sponsorship.

Andrew Carter UK and Europe marketing director of Lion Nathan said: "It's great for Steinlager, New Zealand's finest lager, to be upgrading its association with the formidable All Blacks. The world class reputation of the All Blacks makes the association a great fit for Steinlager, and with the Rugby World Cup coming up in October there will be plenty of opportunities to celebrate the association."


03 June, 2003