Asahi extends partnership with Melbourne and Olympic Parks precinct
A major change to drinks within the Melbourne and Olympic Parks precinct is on the way, following an extension of the partnership with Japanese beverage giant Asahi.
Under the landmark deal, Coke will be taken off the menu at AAMI Park, replaced by Pepsi at Melbourne’s rectangular sports stadium, alongside Solo, Ridge Water and Gatorade.
The multi-year deal between Asahi Beverages and MOPT means Asahi’s range of non-alcoholic beverages will be sold at all venues throughout the precinct, including Rod Laver Arena, John Cain Arena, Margaret Court Arena, and for the first time, AAMI Park, which was not included in previous deals.
Visitors to the precinct will also be served premium beer Peroni, craft beers such as Balter and Mountain Goat and Somersby cider at the venues.
Robert Iervasi, CEO of Asahi Beverages, said they are excited to be extending its long-term association with the precinct.
“Some of Australia’s most iconic sports and entertainment moments happen at this precinct. So, it’s fitting that fans can watch them while quenching their thirst with some of Australia’s most iconic beverages in hand.”
In celebration of the new deal, one lucky guest will win a one-of-a-kind “super pass” to use with a guest at eligible events of their choice. The unprecedented pass covers an array of events, including shows by renowned artists like Robbie Williams and Sam Smith, Cirque du Soleil performances, and matches of A-League, Super Netball and NRL.
To enter, visitors to the precinct simply need to scan the QR code at any food and beverage outlet between 14 March and 30 April.
John Harnden, CEO of the Melbourne and Olympics Parks Trust, said they are thrilled to be offering guests the chance to win the super pass.
“The Melbourne & Olympic Parks precinct is home to Australia’s favourite and the world’s best events, and we are excited to be able to provide our guests with the world’s best beverage brands when they visit. Whether you’re here for the rugby or NBL, the Matildas, Boomers or Diamonds, iconic music acts like Elton John and Robbie Williams, or with the family at Disney on Ice, our partnership with Asahi Beverages guarantees quality and choice for any taste.”
The news follows ASM Global signing a landmark deal with Asahi in January, supplying drinks to its nine venues across Australia, including Qudos Bank Arena, RAC Arena, and the Brisbane Entertainment Centre.
While in December, the AFL announced a partnership with Asahi, with Solo and Pepsi Max replacing Coke as the league’s official soft drink, and Gatorade replacing Powerade as the official sports drink.