Victoria Bitter has announced a partnership with one of Australia’s biggest sporting events of the year, the 2021 State of Origin.
As the official beer sponsor of the NRL, VB is extending its partnership to the State of Origin through a range of touchpoints in stadium, across its retail footprint and social to support this year's series.
“It is great for VB to be involved in State of Origin once again," Victoria Bitter head of classic brands Hayden Turner says.
"Our brand is all about hard work and what better way for fans to enjoy the series than with an ice-cold VB in hand.”
Victoria Bitter has been a partner of the NRL since 2004.
"The NRL is excited to have VB involved with State of Origin and providing opportunities for fans to engage with VB whilst attending or watching State of Origin around the country," NRL head of partnerships Jaymes Boland-Rudder says.
"VB is synonymous with NRL fans and we look forward to bringing this partnership to life."
This year, fans will have the chance to experience the State of Origin from Victoria Bitter’s Hard-Earned Bay.
Tickets to the bay include access to an in-stadium bar serving full-strength Victoria Bitter, food vouchers and more.
There will be a Hard-Earned Bay at each State of Origin series match.
A limited-edition Victoria Bitter Official Origin Can featuring team colours from both New South Wales and Queensland has also been created.
Three million cans will be produced for the State of Origin and can be purchased from bottle shops in New South Wales and Queensland.
For those watching from pub and clubs, VB’s Mates of Origin competition gives fans the chance to go in the running to win a 2022 State of Origin VIP package for themselves and two mates.
The consumer promotion will be available at participating on-premise venues and will run from late May to mid-July.
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