Tooheys has announced it is collaborating with the Sydney Swans AFL Men’s and AFLW teams as their Official Beer Partner.
Lion said the partnership marks a bold new chapter for Tooheys in AFL, reinforcing its historic ties to the sport, while
accelerating its presence across NSW and reasserting its role at the heart of Sydney sport.
Sydney Swans CEO Matthew Pavlich said: “We’re thrilled to have Tooheys on board as our Official Beer Partner and are really excited by what we can deliver together for our members and fans.
“Both the Sydney Swans and Tooheys have a deep connection with our community, and we look forward to seeing them help bring our supporters together across the season.”
From Opening Round on 5 March, Tooheys Ultra Zero Carb will lead the partnership as the hero product, pouring as the primary Lion beer at Swans HQ and official events. The partnership also includes activations across AFL and AFLW matches and integration into the Swans Friendly Venues Program to drive engagement across key metro NSW venues.
As part of an on-premise activation, when the Swans score, Sydneysiders will also score with a Tooheys Ultra at participating venues. If selected AFL players Nick Blakey, Hayden McLean or Tom Papley kick two goals in the nominated match, Aussies at participating venues around Sydney will receive a free schooner of Tooheys Ultra (4.2%).
Lion Brand Director Core Beer Karen Sterling-Levis said, “Tooheys is about backing local teams and the communities that rally behind them. The Sydney Swans embody the pride, passion and spirit of this city, bringing fans together each season.
“With a different venue spotlighted across several games, every Swans fixture is a reason to gather and celebrate as a
team with a free Tooheys Ultra!”
View participating venues here.