Jim Beam will be the Official Dark Spirits Partner of the Repco Supercars Championship for a third consecutive year in 2021.
The extended deal means Beam Suntory – the world’s third largest premium spirits company – will provide Jim Beam and Canadian Club beverages from public bars and in hospitality suites at events.
“We’re thrilled to extend our partnership as Official Dark Spirit of the Supercars,” said Trent Chapman, Marketing Director Oceania, Beam Suntory.
“In a year where fans are being welcomed back to the track, we can’t wait to see our beverages being enjoyed responsibly at events right across the country.”
Coca Cola and Red Bull have also confirmed extended deals with Supercars for 2021.
The soft drinks giants will continue to supply its brands to spectators at all races in the series, with pouring and sponsorship rights across a number of non-alcoholic categories.
“We have had a long relationship with the Supercars Championship – and proud to again in 2021,” said Jarrad Mortimer – Director of Sales at Coca-Cola Amatil.
“There is nothing better that walking around the events and seeing so many people having their moment of happiness with the favourite Coca-Cola Beverage.”
Returning to Supercars in 2021 is Lion Nathan, whose world-class products will be on-track for fans at all 2021 Repco Supercars Championship events.
The new partnership means the brewer’s flagship brand XXXX Gold will be the lead beer sold at all Supercars events while the companies other flagship beers; Heineken, Furphy and White Claw will also be available trackside and in hospitality suites.
“Leading Australasian brewer Lion is pleased to be the new exclusive beer partner for Supercars, reigniting the association between Australia’s favourite mid-strength beer XXXX GOLD and the championship,” said James Brindley, Managing Director Lion Beer Australia.
“XXXX and Supercars go way back, and it is only fitting that Australia’s original and best mid- strength beer should be back for all Supercars fans to enjoy.”
Supercars General Manager – Commercial, Jamie Black said the new drinks partnerships are great news for fans.
“It’s fantastic to have such a great portfolio of products back on track for fans and corporate guests,” Black said.
The Repco Supercars Championship begins this weekend in Bathurst at the Repco Mount Panorama 500 running 26-28 February. Tickets available through Ticketek.
