NZRL, DB Breweries drive "smarter choices" message

NZRL, DB Breweries drive "smarter choices" message

In a new twist on an old theme, New Zealand Rugby League and DB Breweries have entered into a commercial sponsorship for the purpose of encouraging healthier drinking habits in the sporting community.

Today, NZRL and DB are delighted to announce a partnership that will see the alcohol industry’s responsible consumption brand Cheers! appear on jerseys and feature in communications throughout the NZ Kiwis’ Four Nations campaign.

The relationship will kick off with a strong statement of intent – the public sale of only lower-alcohol beers and ciders at the Kiwis’ Four Nations game against Samoa at Whangarei’s Toll Stadium.

While existing pourage contracts at Dunedin’s Forsyth Barr Stadium and Wellington’s Westpac Stadium preclude such a stance at other New Zealand-hosted Four Nations fixtures, NZRL has committed to promoting lighter alternatives wherever possible in its corporate-hosting lounges.

Both organisations hope to lead a mindshift towards the responsible use of alcohol.
“We’re very focused on ensuring that people enjoy their rugby league experience and we’ve pursued that vision in a variety of ways over recent times,” says NZRL chief executive Phil Holden.

“Alcohol misuse causes problems right across society and we understand that we can play a major role in changing that culture within our community.

“We want to endorse moderation – we believe a balanced approach will allow you to have a good time, enjoy the game and make sure you will still remember it in the morning.

“We’re excited to find a partner that shares that vision and delighted that, together, we can achieve that goal.”

DB is a founding partner of Cheers!, a joint initiative between beer, wine and spirit producers to drive social change in New Zealand.

Cheers! provides responsible drinking information and initiatives to help New Zealanders make better decisions about how they drink and approach alcohol.

“This sponsorship is about aligning with a community that is also driving social and behavioural change around alcohol, through its ‘League For Life’ programme,” says DB managing director Andy Routley.

“Together, DB and NZRL are using ‘Cheers!’ to prompt better conversations about drinking and showing the league community that there are options.

“At the end of the day, they’re there to watch the game and we want them to enjoy all 80 minutes,” adds Routley.

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