AFL CEO Gillon McLachlan yesterday announced a massive new sponsorship deal with SAB Miller, owner of Foster’s Group, owner of Carlton & United Breweries, makers of Victoria Bitter and Carlton Draught, beers, for the next five years.
The news is a rare piece of good news in a week where all the news has been bad news for the AFL with the news that two senior executives were having affairs with younger women.
The alcohol deal continues the partnership between the AFL and the some of the biggest drug companies in Australia and the world. The Melbourne-based AFL was keen to ensure that weird, unknown beer labels from states such as Queensland and South Australia weren’t seen by Victorians.
The deal enables the beer makers to put their logos on advertising boards all around Australian football grounds to remind people to keep consuming their product.
In other AFL news, McLachlan established a working group to work to consider an overhaul of its drugs policies.
‘We need players to heed the anti-drugs message,’ McLachlan said.