V8 Supercars has announced a deal with Coopers that will see the iconic South Australian brewing company become a platform partner to the category.
Under the title of Official Beer Partner, Coopers will own the pouring rights at V8 Supercars events starting with next month’s Clipsal 500 Adelaide.
The new deal follows the withdrawal of sponsorship from Lion Nathan, which had supported the category through its XXXX Gold brand.
Coopers chairman and marketing director Glenn Cooper says the agreement with provide significant exposure for the family owned company’s brand.
“The opportunity to sponsor the V8 Supercars in our 150th year was too good to pass up,” said Cooper.
“It is a high profile sport which generates enormous interest from racegoers and millions of television viewers around the world. It is an ideal way to get our products in front of Australian and international audiences.
“We anticipate the exposure which will be generated by this agreement will act as a major boost to our image and sales.”
In announcing the partnership on the pitstraight of the Adelaide Parklands Street Circuit, Coopers announced that its Coopers Mild 3.5 and Coopers Clear products will be among those available at the March 1-4 event.
The company has been involved in Australian motorsport in recent years through the V8 Utes Series, having previously sponsored cars in the now defunct Nations Cup and GTPerformance classes.
Coopers also sponsored the South Australian round of the Australian Rally Championship between 2001 and 2004.
Coopers is currently the largest Australian-owned brewery following the sale of Fosters to global giant SABMiller last year.