Independent brewer Gage Roads Brewing (ASX: GRB) has extended its market reach after being appointed as the exclusive supplier of beer and cider to nib Stadium for the next 5 years.
VenuesWest, the operator of nib Stadium, appointed Gage Roads following a competitive tender process and follows on from a similar licensing deal signed with Cricket Australia earlier this year.
The supply contract is for a term of five years commencing later this month and ensures that Gage Roads beers will be sold exclusively at various events held at the stadium including sport and other entertainment events.
According to Gage, the stadium agreement represents another brand and product exposure opportunity, reinforcing its cost-neutral “brand in hand” strategy, and is expected to accelerate sales growth through the brewer’s existing sales channels.
In May, Gage was appointed official beer and cider partner of Cricket Victoria for the next three years. As part of the three-year partnership, Gage Roads has secured the rights to serve its beer and cider at the CitiPower Centre at Junction Oval and at Cricket Victoria’s official functions for the Melbourne Stars, Melbourne Renegades and at Cricket Victoria home matches and at all Cricket Victoria events held throughout the year.
The deal with Cricket Victoria follows on from other marketing coups including Gage Roads securing the exclusive beer and cider rights at Perth’s new Optus Stadium, being named as the official partner for the Western Force and Rugby WA, and an inaugural partner with Rugby Australia for the World Rugby 7’s Series event in Sydney.
nib Stadium is considered a top-tier stadium providing world-class sporting and concert events in Western Australia with a maximum capacity of 20,500 for sporting events and 25,000 for concerts. The stadium’s record attendance was set in 2015 with Ed Sheeran packing out the ground with 32,000 people.
The stadium is currently home to Perth Glory and the Western Force and hosts a number of concerts throughout the year.
This year, the stadium has already hosted US rock band the Foo Fighters in January and will welcome popular Australia roadshow “RNB Fridays Live” in November featuring artists such as Usher and Lil Jon, and also including “A-class lighting effects, mammoth sound, tremendous LED video screens and enough pyro that you’d better pack sunscreen,” according to the organisers.
“Gage Roads is proud to be awarded this contract. Our appointment is a ringing endorsement for the strength of our brands and the quality of our award-winning range of products,” said John Hoedemaker, managing director of Gage Roads Brewing.
“This partnership presents another exciting opportunity to achieve significant exposure for the company’s brands and reinforces the ’brand-in-hand’ experience that we continue to promote as part of our proprietary brands strategy,” said Mr Hoedemaker.