The Australian Turf Club has switched its beverage preferences, ending a 32-year association with Lion, with global giant Asahi entering a partnership to supply beer and non-alcoholic drinks at Sydney’s four racecourses.
The end of the deal with Lion, which included naming rights sponsorship for the ATC’s second richest race, the Golden Eagle for James Squire, was confirmed earlier this month.
The ATC confirmed in a media release on Wednesday that a multi-year deal had been signed with Asahi, which owns brands including Asahi Super Dry, Balter, 4Pines, Vodka Cruiser and Great Northern Super Crisp.
Asahi will supply Royal Randwick, Rosehill Gardens, Warwick Farm and Canterbury Park and Rosehill Bowling Club with beer, soft drinks, premix, water and coffee.
“We’re excited about the new partnership with Asahi Beverages and their strong brand portfolio. We’re renowned for delivering world-class racing experiences and events, and this new partnership will foster innovation to drive our customer experience across all our venues. We look forward to a successful start to 2025 and beyond,” Australian Turf Club CEO Matt Galanos said.
Asahi is a member of Asahi Group Holdings, one of Japan’s leading beverage companies and one of the largest in the world. Having purchased CUB in June 2020, it has around 48.5 per cent of Australia’s beer market.
“We’re thrilled to partner with the Australian Turf Club to help them grow racing in New South Wales and provide racegoers with Australia’s leading range of drinks,” Asahi Beverages Group CEO Amanda Sellers said.
“Australians have long celebrated their favourite sporting moments with one of our beverages in hand. We can’t wait to continue that tradition with some of the country’s best racing at Australian Turf Club racetracks.”
Lion confirmed last week that it was parting ways with the ATC, with whom it has shared a long partnership.
“While Lion has enjoyed a long and successful relationship with the ATC, we believe it is time for us to pursue fresh opportunities that align with our evolving business strategy and vision for the future,” Lion Australia managing director, James Brindley, said.
“Throughout our partnership, we’ve been proud to support the ATC and engage with its vibrant community of racing fans. The experiences and memories created over the years will always be valued, and we wish the ATC continued success in their future endeavours.”
As well as the Golden Eagle, Lion-owned James Squire also sponsored the Metropolitan and Canterbury Stakes.
The ATC has confirmed that Asahi will assume naming rights on Group 1 races.
