Steinlager’s “Unconditional Support” Wins Award
Thirteen years of support of the All Blacks was rewarded last night (Wed, November 24) when Steinlager won the “Best Long Term Sponsorship” category at the New Zealand Post Sport Sponsorship Awards.
Lion Breweries marketing director Lee Hill said the award was particularly relevant at a time when the value of sponsorship of the All Blacks had been called into question by media and other sponsors.
“But sponsorship is about more than just being there for the good times. We have formed a partnership with the All Blacks, one which has been very good for our brand, and we are committed to supporting the team at all times.”
From July this year, Steinlager renewed its sponsorship contract with the All Blacks for a further term of five years.
Mr Hill said that this year, through its advertising and marketing activities, Steinlager became the “Unconditional Supporter of the All Blacks”, demonstrating its loyalty and commitment to the team and providing a link between the players and rugby supporters.
“The term “unconditional supporter” has become particularly relevant in the last month, and it clearly demonstrates our commitment to the team at all times.”
The award was shared by Steinlager and Speight's, for its sponsorship of Otago Rugby.