XXXX Gold and Adam Gilchrist launch cricket campaign

Former Australian cricket legend Adam Gilchrist tries out the new XXXX “Goldie” hat, available this summer. Pic Jono Searle for “The Photo Pitch”

It’s Australia’s number one beer and the perfect drop to enjoy during the Magellan Ashes Series this summer, so this year XXXX GOLD will be offering fans something extra special as the weather warms up with the release of The Goldie – a tech enabled cricket cap, designed to reward fans for coming together right across Australia.

The Goldies are Australian gold in colour and will be available to cricket fans by purchasing specially marked packs of XXXX GOLD or at a participating venue. Each Goldie is designed to bring people
together using an iBeacon, which can detect other Goldies close by, through the XXXX GOLD App.

Each time fans connect with two or more mates wearing their Goldies, they each have the chance to win a share of 6000 cricket-related prizes valued at $350,000. The more times fans catch up wearing their Goldies and show their support for the Aussie cricket team, the more chances they have to win.

Launching the Goldie ahead of the Ashes was Adam Gilchrist, former Australian Test cricketer and
XXXX GOLD Ambassador.

“Cricket is about more than just the players. It’s about the fans that head out to the Test, play cricket
at the beach or get together with their mates at home to watch the match.

“The Goldie has been created to unite these fans over their favourite sport and make them feel part
of the Ashes this summer,” said Gilchrist.

XXXX GOLD Marketing Manager, Richard Knight said, “We thought doing something big for the fans
was a great way to kick off the season. Launching the Goldie is all about giving Aussies more joy in
coming together over cricket this summer. Whether you’re playing cricket with your mates in the
backyard or sitting in the stands –the Goldie is going to take the experience to the next level.”

“Partnering with Cricket Australia was a natural fit for us, especially given that XXXX GOLD has long
been a supporter of cricket. We’re stoked to be back and be the official beer sponsor of the
Australian cricket team and encourage Aussies to get together with their family and friends under
the Aussie sun and celebrate the season ahead,” added Knight.

Adding to the excitement of the Australian Men’s test matches and One Day Internationals, XXXX
GOLD will be giving fans in the crowd the chance to win $10,000 every time a batsman hits a six over
the fence. Fans sitting in the lower tier bays simply need to catch the ball whilst wearing their Goldie
to be eligible. The ‘XXXX GOLD $10k catch’ will be open to those over the age of 18.

Goldies are available now, and will give cricket fans the chance to win Ashes tickets, match day VIP
experiences and more.

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