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Tap King announces extended partnership with Lionel Richie as major sponsor of 2014 Australian tour

21 November, 2013: 

After a highly successful launch earlier this year, TAP KING is excited to extend its partnership with Lionel Richie as the major sponsor of his 2014 Australian tour.

Lionel is appearing in six shows during March in Sydney, Melbourne, Brisbane, Western Australia and Adelaide, where among his repertoire he will perform his hit song ‘Hello’ which featured in TAP KING’s award-winning advertising campaign this year.

Supporting the tour sponsorship will be an on pack promotion where lovers of TAP KING will be given the chance to win an exclusive signature experience and watch Lionel perform live. Consumers can go in a draw to win one of six double-pass experiences to the Sydney, Melbourne and Brisbane shows by purchasing specially marked TAP KING packs. The prize also includes premium seating and a once-in-a-lifetime opportunity to meet Lionel himself before the concert.

Australia’s largest brewer, Lion, revolutionised the way Australians enjoy a beer at home with the launch of TAP KING this year – an innovative new product designed to deliver refreshing draught beer at home.

Specially marked TAP KING packs will be available at major liquor retailers during January and February 2014.