Carlton & United Breweries (CUB) has announced it has extended its partnership with Geelong Football Club for another five years.

The Cats have recently opened the new Joel Selwood fans, increasing the capacity at GMHBA Stadium to 40,000 and now fans will continue to enjoy matchday Carlton Draught, Great Northern Super Crisp, Peroni, Mountain Goat Very Enjoyable Beer and more on-tap. CUB packaged beers and ciders will also be stocked in bar fridges across the stadium.

CUB is a proud part of Asahi Beverages. Asahi Beverages group chief growth and strategy officer Brian Phan said: “Geelong fans have watched some of the all-time great moments in football at their home ground with a fresh CUB beer in hand. We are delighted to be continuing that great tradition with this announcement.

“We love being associated with the Geelong community through our brands, and it doesn’t get much more Geelong than GMHBA Stadium.”

To celebrate Geelong’s unique regional identity, beers from Torquay-based Blackmans Brewery will also be served at the stadium.

Geelong Football Club chief operating officer Simon Kelleher said: “We are thrilled to announce the renewal of our partnership with Carlton & United Breweries for a further five years.

“With the Joel Selwood Stand increasing our capacity for all Geelong home games to 40,000, our priority is to deliver an unmistakably Geelong match day experience at GMHBA Stadium for our members and supporters. After working closely with the team, it was clear what was best for our members and supporters was an extension of our long-standing partnership. We look forward to delivering CUB’s much-loved beverage products to patrons in 2024 and elevating this partnership over the course of the next five years.”

As part of a separate deal with the Cats, Asahi Lifestyle Beverages drinks will continue to be available at the stadium including Pepsi Max, Solo, Gatorade and Cool Ridge.

This article first appeared on Club Management’s sister site, The Shout.

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