My understanding when it comes to a lot of these type of sponsorships is that it makes drinking appear at least not-incompatible with a professional athletes lifestyle. It's the same reason Coke is always a major sponsor of the olympics.
Especially with youth drinking in massive decline, you're attaching your product to a professional athletes brand and selling young people that drinking beer isn't what those old bogans down the pub do, it's what youthful, sporty athletes do. Nothing crazy or new, but still makes logical sense for the brand image.
Ann: Proposed issue of securities - GDA, page-8
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