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Australian Turf Club secures new five-year partnership with brewers Lion

Australian Turf Club secures new five-year partnership with brewers Lion
September 19, 2019

The Australian Turf Club has extended its partnership brewers Lion for a further five years as the beverage company continues its support of Sydney and NSW racing.

As a foundation partner, Lion has secured long-term rights as the official beer and cider partner of the Australian Turf Club on racedays.

Lion products will be served at hundreds of other events across Sydney’s four racecourse venues each year, as well as the Rosehill Bowling Club.

Under the deal, Lion will partner with two exciting new precincts at Royal Randwick for the upcoming Everest Carnival for Australian Turf Club Members and general admission customers.

The Malt Shovel Taphouse will serve Lion’s best craft beers on-tap inside new bar and lounge areas for ATC Members inside the historic and popular Octagonal Building at Royal Randwick.

General admission customers will be able to enjoy Lion’s craft beers from The Malt Shovel Taphouse bar in the public space outside the Octagonal Building from Colgate Optic White Stakes Day this Saturday for the launch of the Everest Carnival.

Pony Palms, a new trackside precinct at Royal Randwick for general admission customers at the Everest Carnival, will feature Heineken as the lead brand on the Leger Lawn.

Heineken will also be a Presenting Partner of a big line-up of music acts at Pony Palms during the Everest Carnival.

Pony Palms features a pool, private cabanas, a host of high-profile DJs and a marquee for racegoers, inspired by the retro-glam golden era of Palm Springs.

Lion, which is owned by Japan’s Kirin Holdings, will team up with feature races throughout the year including the Group 1 $750,000 Heineken 3 Metropolitan Handicap to be run this year on 5th October at Royal Randwick and the Group 1 $500,000 Heineken 3 Canterbury Stakes in Autumn.

Australian Turf Club Chief Executive Jamie Barkley said Lion is one of Australian racing, sport and entertainment’s most sought-after partners.

Barkley advised “we are thrilled to continue to our long and successful partnership with Lion as we approach the biggest and most exciting spring in Sydney racing history.

“We are especially excited Lion will join with the Australian Turf Club in modern and fun new areas inside Royal Randwick that enhance the raceday experience for all of our Members and customers.”

Lion’s Managing Director James Brindley said he was overjoyed to see Lion’s proud 35 year association with landmark Sydney venues and racing institutions continue.

Brindley added “Lion is enormously proud to be a foundation partner of the Australian Turf Club, and we are very excited to enter the next stage of what is truly an historic partnership.

“It is always a real thrill to see Lion’s fantastic portfolio of brands showcased at the racecourses that host the premier events in Sydney’s racing calendar.”

Related Articles

22nd August 2019 - Australian Turf Club to end single-use beverage plastics for Everest Carnival

6th July 2018 - SCG Trust Chief Executive moves to head Australian Turf Club

13th October 2017 - Australian Turf Club and moshtix announce ticketing partnership

20th April 2016 - Adelaide Oval, MCG and SCG Trust’s Jamie Barkley in the running for top international Stadium Awards

25th April 2015 - Alcohol industry uses social media to present drinking as an integral part of the sport experience

18th January 2014 - Alcohol brands defend sports sponsorships

28th November 2013 - Australian Turf Club rolls out Wi-Fi network

23rd November 2013 - Australian Turf Club announces $18.2 million two-day racing series in Sydney

12th January 2013 - Randwick Racecourse infield to be transformed into a 450 car capacity movie theatre

2nd February 2012 - Redevelopment to revitalise Sydney’s Royal Randwick racecourse

9th September 2011 - Companies that sponsor outperform those that don’t

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