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Australian Beef launches partnership with Brisbane Broncos

Beef Central, 11/03/2022

 

AUSTRALIAN Beef has entered into a partnership with the Brisbane Broncos National Rugby League team,, highlighting the essential role Australian red meat plays in high-performing athletes’ diets on the national stage.

Under the new partnership deal brokered by Meat & Livestock Australia, Australian Beef’s partnership with the Broncos will provide brand integration and content opportunities that demonstrate Beef’s essential role in a healthy diet. The partnership will highlight how Beef powers the club’s elite athletes and provides a compelling consumer proposition that can be delivered through multiple media touchpoints.

Although poorly performed in terms of results for the past two years, the Broncos are the number one NRL football club for viewership in Australia.

MLA’s purpose is to foster the long-term prosperity of the Australian red meat and livestock industry by investing in research and marketing activities.

For the 2022 and 2023 seasons, Australian Beef is a Platinum Partner of the Broncos men’s and women’s teams. The partnership will provide access to the Broncos playing group, creating opportunities for content production that reinforces beef’s role in helping people perform at their best, community education programs and business development opportunities for Australian Beef into the food service channel.

MLA managing director Jason Strong said MLA was thrilled to have Australian Beef as an official partner of the Brisbane Broncos, embracing the opportunity to showcase Aussie beef’s nutritional credentials.

“Australian beef is packed with natural protein, so partnering with the Broncos is a great fit to demonstrate the important role nutrient-dense Australian red meat plays as part of a healthy diet,” Mr Strong said.

MLA domestic marketing manager Graeme Yardy said the Broncos partnership continued to build on the association with healthy lifestyles of high-performing athletes who eat beef.

“Australian Beef has a successful history of partnering with high-performing athletes and we’re really pleased to be associating with the Broncos, the most popular football club across all codes in Australia, who can share the story of Australian Beef,” Mr Yardy said.

“Partnering with a high-profile sports property helps the Australian Beef brand to amplify its key health messages around beef’s role in a healthy diet, ensuring we make every bite count.”

Broncos CEO Dave Donaghy said: “We are really excited to be welcoming Australian Beef to the Broncos family – it is a quality brand with a great reputation across the community.”

Broncos Head of Performance Dave Ballard said: “It’s awesome for our players to be powered by Australian Beef both on and off the field. Good nutrition and a balanced diet are key for elite athletes so having Australian Beef as a partner will give us the edge we need every week in the NRL.”

 

For more information on Australian Beef, click here.  

 

Source: MLA

 

 

 

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