Gage Roads has continued to roll out major sporting partnerships, today announcing it has been appointed as Official Beer and Cider Partner of Cricket Victoria.

David Lever, Head of Commercial and Andrew Ingleton, CEO of Cricket Victoria, with Kyle Petrie and James Whelan from Gage Roads.

As part of the three-year partnership, Gage Roads has secured the rights to serve its beer and cider at the CitiPower Centre at Junction Oval and at Cricket Victoria’s official functions for the Melbourne Stars, Melbourne Renegades and at Cricket Victoria home matches and at all Cricket Victoria events.

“This is a very exciting and important partnership for us and continues the rollout of our brand-in-hand marketing strategy, targeting increasing sales and market exposure on the east coast of Australia,” said Gage Roads Managing Director, John Hoedemaker.

“This partnership opens the doors for our range of beers to be enjoyed at Premier Cricket clubs and community clubs across Victoria.”

Cricket Victoria CEO Andrew Ingleton welcomed the new Gage Roads partnership.

“With a wide range of craft ales as well as a mid-strength and cider options, Gage Roads will provide great choices for our fans to enjoy while watching the cricket at our new home in St Kilda,” he said.

Gage Roads’ partnership with Cricket Victoria follows on from them securing the exclusive beer and cider rights at Perth’s new Optus Stadium and being named as the official beer and cider partner for the Western Force and Rugby WA, and an inaugural partner with Rugby Australia for the Sydney stop of the World Rugby 7’s Series.

The announcement follows news in April that Gage Roads Brewing’s proprietary product sales are up 56 per cent on the same time last year. In August 2016 the publicly listed company announced a capital raising to buy-back Woolworth’s 25 per cent stake in the brewery with a view to “Returning to Craft”.

Gage Roads’ share price closed up 8 per cent yesterday at $0.093.