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The V8 Supercars identification will change next year with the category to be known as the ‘V8 Supercars Championship.’
The change sees ‘Series’ and ‘Australia’ dropped off the identification, reflecting the category’s recent elevation to FIA international status.
V8 Supercars’s platform sponsorship has also changed. Bigpond will become the sole platform partner, with Lion Nathan’s XXXX Gold brand falling off the category’s main logo.
Lion Nathan retains an involvement in the series as a premium sponsor as the official beer and wine supplier at all V8 Supercar events. The company will also add cider to its pourage portfolio.
XXXX Gold will continue its major at-track activations, such as the XXXX Angels, the XXXX Gold Retreat, the XXXX Gold Driver Ambassadors and consumer promotions.
XXXX has been a platform partner of V8 Supercars for the past three years.
V8 Supercars CEO Martin Whitaker said that he is pleased that the relationship with Lion Nathan will continue.
“It’s been a tremendous partnership that we are very proud will continue,” Whitaker said.
“By harnessing the national exposure the V8 Supercars offers, Lion Nathan has been able to reinforce the XXXX Gold brand as the leading mid-strength beer in the country.”
Lion Nathan Sponsorship Director Anna Lawrence said the partnership would continue to play an important role in the brand’s strategy.
“XXXX GOLD has enjoyed a great relationship with V8 Supercars Australia over the past three years,” said Lawrence.
“The V8s is a great platform to bring the XXXX Gold ‘Good Life’ to consumers, particularly through our integration of the XXXX Gold Retreat and XXXX Angels, and we’re looking forward to the 2011 season.”
