Coopers Becomes Official Beer Partner of V8 Supercars

South Australian company, sale  Coopers will sponsor V8 Supercars, prostate taking over from fellow brewer Lion Nathan.

Coopers, which has labelled itself as the largest Australian-owned brewer since the sale of Fosters,  is understood to have tried to take over sponsorship of the motoring series a year ago, before winning in its bid this year.

Under the sponsorship agreement, Coopers will have rights to all Australian V8 Supercar events and the title of Official Beer Partner of the sport. 

V8 Supercar chairman Tony Cochrane said the partnership between two of Australia’s greatest home-grown products and international exports was a coup for both brands.

“It’s an absolute honour to announce this agreement with Coopers. Coopers is a family-owned company with more than 150 years of tradition and a very acute sense of its heritage. We at V8 Supercars enjoy a very similar culture. And just like V8 Supercars, Coopers continues to grow at an extraordinary pace.”

This is the first major national partnership Coopers has undertaken, although it has been involved in motorsports in the past.

Coopers chairman and marketing director, Glenn Cooper, added: “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.”

by Ismail Uddin