Cheers to four more years of iconic partnership
Lion has extended its 65-year partnership with the South Australian Cricket Association for another four years.
What you need to know
- Lion has extended its 65-year partnership with the South Australian Cricket Association for another four years.
- The deal includes continued support for men’s and women’s teams, grassroots cricket, and Adelaide Strikers branding.
- Popular fan zones like the West End Deck will return during BBL games at Adelaide Oval.
The South Australian Cricket Association (SACA) is thrilled to announce a four-year extension of its long-standing partnership with Lion, owner of brands including West End and Hahn, reaffirming both parties’ shared commitment to cricket.
Born and bred in South Australia, West End has been a passionate and synonymous supporter of South Australian cricket for 65 years, making it one of the longest continuous partnerships in Australian sports history.
The renewed agreement will continue to support the South Australian men’s and women’s teams, as well as the Adelaide Strikers in the BBL and WBBL competitions, reflecting a strong commitment to men’s and women’s cricket at the highest level and South Australian cultural identity.
As a part of the extension, Lion brands will continue to feature prominently on SA Domestic playing kits and off-field apparel and will retain naming rights for the Men’s SACA Premier Cricket competition maintaining its support of grassroots and community clubs.
The popular West End Deck will also return to the Eastern Stand at Adelaide Oval during Adelaide Strikers BBL games.
“We are very proud of our strong history supporting SA cricket and look forward to continuing this support into the future. A post match beer is a ritual all players and fans can enjoy, and we’re thrilled that Lion brands will continue to be the beer of choice in those moments.”
Karli Dabrowski, State Sales Manager SA at Lion
SACA Chief Executive Officer Charlie Hodgson highlighted the significance of the partnership.
“Together, over the course of the last six decades, SACA and Lion have put together an incredible unbroken partnership,” Hodgson said.
“It’s very rare to be celebrating 65 years of continuous alignment, yet we remain strongly united by a passion for South Australian cricket, community and a relentless pursuit of excellence.
“We celebrate 65 years of partnership this season, but I’m equally excited for the future evolution of our organisations and partnership.”
South Australia’s Sheffield Shield defence commences this Saturday, October 4, against Victoria at the Adelaide Oval.