Victoria Bitter partners with the State of Origin

Victoria Bitter is partnering with one of Australia’s biggest sporting events of the year, the 2021 State of Origin. This partnership is the extension of VB’s sponsorship of the NRL. 

The partnership will be presented through a range of touchpoints in-stadium, across its retail footprint and social to support this year’s series.

Victoria Bitter’s head of classic brands, Hayden Turner said: “It is great for VB to be involved in State of Origin once again. Our brand is all about hard work and what better way for fans to enjoy the series than with an ice-cold VB in hand.”

NRL’s head of partnerships, Jaymes Boland-Rudder expressed his excitement over VB’s involvement with the State of Origin as it presents the opportunity for fans to engage with VB.

This year, fans will have the chance to experience the hard-fought battles of State of Origin from Victoria Bitter’s Hard-Earned Bay. Tickets are selling quickly to this exclusive bay and include access to an in-stadium bar serving full-strength Victoria Bitter, food vouchers and much more. There’ll be a Hard-Earned Bay at each State of Origin series match.

A limited-edition Victoria Bitter Official Origin Can featuring team colours from both New South Wales and Queensland has also been created. Three million cans will be produced for the State of Origin and can be purchased from bottle shops in New South Wales and Queensland. 

For those watching from pubs and clubs, VB’s Mates of Origin competition gives fans the chance to go in the running to win a 2022 State of Origin VIP package for themselves and two mates. The consumer promotion will be available at participating on-premise venues and will run from late May to mid-July. 

The 2021 State of Origin series kicks off on Wednesday 9th June 2021 at the Melbourne Cricket Ground.

Marija Mrvosevic
BY Marija Mrvosevic ON 18 May 2021
Marija Mrvosevic is the editorial intern at Marketing Mag.