COOPERS has won the beer rights for the V8 Supercar Championships, including the Clipsal 500, in a multi-million-dollar sponsorship deal.

It has given the South Australian company the sole pouring rights at all 15 events this year and exposure to millions of television viewers.

"We are very excited because this will give us great exposure just as we are growing throughout Australia," Coopers chairman and marketing director Glenn Cooper said yesterday.

"The opportunity to gain sponsorship of the V8 Supercars as we enter our 150th year was too good to pass up.

"It's an ideal way to get our product in front of Australian and international audiences."

As reported in The Advertiser yesterday, Coopers was quick to negotiate with V8 Supercars after Lion Nathan - the official beer, wine and cider provider - ended its four-year deal in which it pushed the XXXX brand.

Coopers' rights include being the sole brand of beer sold at race tracks, leveraged with on-track advertising.

"It gives us the chance to put our beer in the hands of people who would otherwise not try it," Mr Cooper said.

He would not divulge the sponsorship price but said he was negotiating a four-year deal with the sport. It is understood to start at about $1 million a year and growing up to $2 million a year as the sport's following rises.

Mr Cooper said the company's previous biggest event sponsorship was the 2007 World Police and Fire Games in Adelaide but that was "nowhere near" the cost of the V8 deal, Coopers' first national partnership.

Mr Cooper said his company would especially promote its mid-strength alcohol beer Coopers Mild 3.5. The company endorsed the sport's responsible use of alcohol message.

"We anticipate the exposure which will be generated by this agreement will act as a major boost to our image and sales," he said.

Adelaide-founded and family-run Coopers is now the largest Australian-owned brewer.

V8 Supercars chief executive David Malone, who attended the announcement at the Clipsal 500 race track, said Coopers was "a great Australian brand".

The beer rights begin at the opening round of the 2012 V8 championship, the Clipsal 500, starting in Adelaide a week tomorrow.

Source: adelaidenow

So no more xxxx retreat or no more xxxx camp comp bugger. H

Good to see an Aussie company stepping up. I was sick to death of the s**t XXXX and other associated advertising. The biggest joke was the XXXX angels.

Still, gives me no reason to watch the supercabs. I will turn it on this year a bit though to see how the
Datsuns run and in what configuration. My youngest takes great pride that, in his eyes, he is named after a "cool" Car and a beer. Again, good to see them step up and drop some coin to get exposure. If its a mil a year or there about, they will recoup that cost on grog they sell exclusively at the venues alone, everything else is cream.

The xxxx bogans in tight clothing huh.

Can you imagine the Coopers angels? 10 of Elizabefs finest.

+1, Although good to see another manufacturer, I prefered the old days with all different manufacturers.

Gab

prefered the days when ford and holden raced straight out in a bog stock ford or holden, any other bog stock factory car would be good to see aswell,

Should be called Coopers Harlets, it hold more truth.

I dont understand why the V8 Supercars has a "Beer" sponsor position open. Driving and Alcohol don't mix kids!

But Bogans and beer do. Frequently!

they make a 3.5% beer? must be a womans beer....driving and beer don't mix, but watching and beer do

the beer race's

*applys flame proof suit & water proof pants*

Xxxx tastes like swill

I support this, however XXXX Summer, unfortunately tastes pretty good. Easy to drink while driving too. Oh wait..

XXXX tastes like, and theres no other way to put this, Diesel.

XXXX gold tastes like coopers that's been put through a filter.



My kidneys

But seriously I hope they have more than just the 3.5 mid strength on sale, I'm quite partial to the sparkling ale.