Lion Nathan Brewery Archives - Event Marketer

Lion Nathan Brewery Archives - Event Marketer

November 18, 2015

Lion Nathan Brewery Forms a New Sport—Beach Cricket

Lion Nathan Brewery and its XXXX Gold beer brand wanted to leverage Australians’ love of cricket, but its main competitor had a long-standing relationship with the national team and a virtual lock on major domestic and international competitions. So it created an entirely new sport called beach cricket. Twenty-three legends of the sport from Australia,...

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