XXXX Gold has ended its four-year involvement in V8 Supercars racing, the beer company has announced.
Owned by brewing giant Lion Nathan, XXXX Gold had been a sponsor of both the V8 Supercars Championship and V8 Supercars Development Series.
The brand engaged heavily in at-track activation through its ‘XXXX Gold Retreat’ entertainment facility, and ‘XXXX Angels’ dancing girls.
Its V8 Supercars-based marketing program also included personal sponsorship deals with drivers Jamie Whincup, Mark Winterbottom, Garth Tander and Greg Murphy.
“Unfortunately, all good things must come to an end,” a statement on XXXX Gold’s V8 Supercars website read in part.
“We regularly review all of our sponsorship arrangements and we have decided not to renew our V8 sponsorship this year.
“The V8 Supercars will continue to be a spectacular competition and we wish them and all of the fans the very best for the future.”
See below for Speedcafe.com’s video on the XXXX Angels from 2011