As a Queenslander, I can’t understand why anyone would want their name on a losing team’s jersey …but it’s still a clever push into the NSW beer market all the same.[Ed]

Media Release

Origin lovers’ dreams come true thanks to Victoria Bitter campaign

For the first time in State of Origin history, the names of NSW VB Blues’ fans will appear front and centre on the Blues players’ jerseys during the game as part of a massive promotion across the on and off premise with Carlton & United Breweries (CUB).

At all three State of Origin matches this year, VB will give up its logo, replacing the words ‘VICTORIA BITTER’ on the front of the iconic NSW jersey with the names of Blues fans from across the state. VB will put 46 fans’ names in the series – one on every player’s jersey – in the brewer’s most significant Origin campaign to date.

Victoria Bitter is the number 1 beer in NSW and CUB is investing over $3M in the campaign across TV, Radio, PR, Social Media and broadcast integration.

More than 1000 venues are participating across NSW and CUB says this is one of the biggest State of Origin campaigns they have ever executed.

“This is huge. In 160 years, we have never changed the wording on the Victoria Bitter logo. As the major sponsor of the NSW Blues we wanted to throw everything behind them and for the first time, we’re enabling fans to actually be in the game, adding even more fire to the supporter base of the Blues,” said General Manager of Victoria Bitter, Richard Oppy.

Launching the campaign, Victoria Bitter, Laurie Daley, Robbie Farah and Paul Gallen are calling for all NSW supporters to get behind the VB Blues.

“The great thing about Origin is it isn’t just a game for rugby league followers. Origin unites the entire state and VB is helping us call up a second team this year: the Blues fans. Blues supporters are the most passionate fans in Australian sport and this year, Victoria Bitter is putting them in the game, on the field, right there with the boys,” said Laurie Daley, Coach of the NSW VB Blues.

Fans can also get their very own personalised official NSW Blues jersey by purchasing 10 cartons of specially marked Victoria Bitter during the promotion period and paying $20.

The promotion period begins 29 April and ends 1 July, with the TVC on air from 2 May. Promotion runs in NSW and ACT only. For all other states, Victoria Bitter will be partnering with Hard Yakka for a campaign launching in May.