Coopers, Adelaide Crows sign three-year partnership agreement

Coopers beers will be exclusively poured in corporate areas on match day under a three-year partnership agreement between the Crows and the iconic SA brewery.

Crows chief executive Tim Cooper with Coopers managing director Tim Cooper and Crows players Alex Neal-Bullen, Eloise Jones and Darcy Fogarty at the brewery. Picture: Ben Clark

Whether it’s the classic Pale Ale, the new Australian Lager or a hearty stout on a cold winter’s night, Coopers beers will be exclusively poured at Adelaide Football Club events and in corporate areas on match day under a new partnership between the Crows and the iconic family-owned brewery.

As part of a new three-year agreement, the brewery will also take on naming rights of The Bunker at Adelaide Oval, where fans will be able to enjoy a Coopers beer while looking into the Crows’ change-rooms and warm-up area.

Coopers branding will feature at Adelaide Oval on match days and across the club’s digital channels.

It’s the first ever AFL partnership for Coopers – whose history dates back to 1862 – and comes following the recent opening of the company’s new $70m visitor centre at Regency Park, which features a microbrewery, whisky distillery, three bars and a restaurant.

Crows chief executive Tim Silvers described Coopers as the “ideal addition to the club’s already strong stable of partners”.

“Coopers is a prominent national brand that like us, has stayed true to its South Australian heritage, and we are proud to be part of its first AFL club partnership,” he said.

“This has the makings of a really strong association between two very proud South Australian organisations, and Coopers will be really visible and an important part of our home match days, events and engagement platforms.”

Under a new agreement Coopers beers will be exclusively poured at Adelaide Football Club events and in corporate areas on match day. Picture: Ben Clark

Coopers’ sales revenue, net of discounts, rebates and excise duties, increased by 7.3 per cent in the year to June, on the back of stronger sales of its flagship Original Pale Ale and its new Australian Lager, which it launched last year.

Profit before tax was $32.8m, up from $28.5m in the previous year.

The company, predominantly owned by members of the Cooper family, supports a range of sporting organisations both in South Australia and interstate, and has pourage rights at two local venues named ‘Coopers Stadium’ – the home of Adelaide United at Hindmarsh and Norwood Football Club’s home ground on The Parade.

Coopers managing director Tim Cooper said the company would work with the Crows as the club prepared a move to its new training base and headquarters at Thebarton Oval.

“All of us at Coopers are proud and passionate about our home state,” Dr Cooper said.

“We’re excited to get behind such a great South Australian team in the Crows, as they embark on a new chapter in their history.

“We look forward to cheering on the club and toasting its success with the fans.”