Good Drinks brand Gage Roads Brew Co. has become the latest Cricket NSW sponsor.

As part of the deal, the Western Australian brewery will get digital, pourage and activation rights across CNSW’s brands and be the preferred supplier with signage rights at all NSW Premier Cricket clubs for the next two years.

Previously the beer sponsorship has been held by Carlton & United Breweries.

No stranger to sporting deals, Gage has previously teamed up with Cricket Victoria in a three-year partnership, before fellow Western Australia native Colonial Brewing Co. took over this year.

Gage and Colonial, along with newly-acquired Stone & Wood which has recently signed on as the Wallabies beer partner, as well as a number of other breweries have been playing in the hotly-contested sports sponsorship space, previously the territory of mainstream brewers.

However, it has not been entirely smooth sailing in the ruthless world of sports partnerships. Gage made waves when it took over the sponsorship of the Western Bulldogs AFLW team from Two Birds Brewing in 2020.

The WA brewery also made headlines recently after it was announced its beers would be swapped out for the one day of the AFL 2021 Grand Final in favour of Carlton & United Breweries, as part of existing agreements.

However, moving further into the sports sponsorship space fits in with a number of Gage’s strategic aims, including growth on the east coast and the development of what it calls its ‘brand in hand’ segment.

Dan Moraday, Gage Roads Brew Co. national account manager said they were “stoked” with the deal.

“Gage Roads is proudly independent, and we’re excited to throw our support behind the game in New South Wales, from the grassroots up,” he said.

“Partnerships like this are an exciting and important part of our ongoing brand-in-hand marketing strategy. It’s a great opportunity to showcase our range of products to beer lovers right across New South Wales, and across the east coast of Australia.”

Ben Hirschfeld, CNSW general manager of commercial experience said Gage Roads Brew Co “are writing their own story that will be told for many years to come”.

“We love Gage Roads’ commitment to family and community and their desire to be a world class brewery, just as we strive to become a world class organisation,” he said.