Bundaberg Rum Super SaturdayAustralia’s most iconic spirit has today announced it has again teamed with the biggest sport, to launch the “Bundaberg Rum NRL Super Saturday Series” – starting tomorrow.

Securing a three year deal with the NRL, Bundaberg Rum now holds the naming rights for the big-ticket Saturday Series. It is also the official spirit of the NRL, and the immensely popular State of Origin Series, for which there will be a limited edition bottle soon released.

The new partnership kicks off tomorrow, and will continue through until the finals for this season as well as the 2017 and 2018 seasons.

Deliberately targeting its demographic of sport-loving mates in groups, Diageo says the Saturday Series fits perfectly with game day spent at the pub.

“Rest assured we are working on plans to bring our sponsorship of the most social-able day of the NRL week alive through our on-premise customers,” Jodi McLeod, Bundaberg Rum marketing manager told PubTIC.

“We are excited to be partnering with the NRL because we know that the sport unifies Australians and particularly our Bundy fans.

North Queensland Cowboys commemorative bottle
North Queensland Cowboys commemorative bottle

“This sponsorship lets us join the fans every Saturday night to celebrate the good times that come when mates get together to watch the footy, whether you’re at the game, the pub or in your living room.”

This partnership represents a return to the League by Bundy, after a three year hiatus. The previous five-year partnership saw Diageo bring its signature credo of responsible drinking, including the ‘DrinkIQ’ program teaching young football players about making informed decisions about drinking, and the ‘Fine Form Awards’ consumer campaign highlighting the wisdom of staying in control.

Bundaberg Rum has undertaken a strong interaction with the NRL, recently releasing a commemorative North Queensland Cowboys limited edition bottle, and next year coming on as a major sponsor for the Cowboys and minor sponsor for the Brisbane Broncos.

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