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The Western Bulldogs have partnered with Australian craft brewery Gage Roads Brewing Co for the next three AFLW seasons

Gage Roads Brewing has become the official beer and cider partner of the Bulldogs’ women’s team, and naming rights partner of ‘The Garden’, the Club’s AFLW match-day hospitality function.

Their range of beer and cider will be available at the Bulldogs’ 2020 AFLW home games at VU Whitten Oval.

“We’re proud to welcome Gage Roads Brewing as an official AFLW partner of the Bulldogs and look forward to an exciting three years ahead,” said Bulldogs’ Chief Commercial Officer, Nick Truelson.

“We pride ourselves on the AFLW match-day experience we provide at VU Whitten Oval for our members, fans and corporate partners, and it’s exciting to have Gage Roads added to that mix.

Gage Roads Brewing Co is based in Western Australia and is one of the country’s largest independent breweries.

Specialising in a range of full-flavoured yet approachable beers and cider, Gage Roads is the official supplier at Perth’s Optus Stadium and is rapidly expanding across the east coast. The brewery has recently landed a range of major events including Laneway Festival, St Kilda Festival and more. Their beers can be found at bottle shops across the state.

“Gage Roads Brewing Co is excited to join the kennel, supporting the Western Bulldogs and AFLW this season with a brand new partnership,” said Daniel Moraday, Gage Roads National Manager, Stadiums and Sponsorship.

“We’re thrilled to be partnering with such a dynamic team and can’t wait for Bulldogs fans to enjoy our range of beers and cider at VU Whitten Oval this season.

“Gage Roads is proud to partner with a group that shares similar values of passion, equality and diversity. Along with the club, we’re looking forward to getting out, getting involved and backing the local community.”

The Gage Roads Garden Bar is situated on the turf of VU Whitten Oval, with the best seats in the house accompanied by premium canapes, Gage Roads beer and cider, with wine and soft drink included.

Gage Roads’ partnership with Western Bulldogs is the latest tie-up for the ASX-listed brewer as part of its “brand in hand”strategy, which has also seen it partner with ACT Brumbies.

Plans to diversify the brewer’s channel mix delivered strong growth according to its latest financial accounts, with less dependence on national chains and a focus on expanding its brand into new areas of the market.

Gage Roads isn’t the only independent brewer partnering with sports teams and venues, as smaller brewers take over from their mainstream counterparts in supporting local sport. Prancing Pony has teamed up with the Adelaide 36ers, and Colonial Brewing Co has been partnered with Essendon Football Club for a number of years, renewing the partnership again in 2018.

Find out more about sports partnerships and how breweries can leverage them on the Beer is a Conversation podcast recorded at BrewCon 2019 with Colonial Brewing Co’s marketing and communications manager Jenna Godley.

Find out more bout Gage Roads’ brand in hand strategy and future plans in the latest Beer is a Conversation with Gage Roads’ Chief Strategy Officer Aaron Heary.