Dairy Farmer drops sponsorship of Townsville stadium

Dairy Farmers won’t be renewing naming rights sponsorship of Townsville’s stadium at the end of 2012.

The government-owned stadium, home of the North Queensland Cowboys, will be seeking a new sponsor prepared to pay the several hundred thousand dollars a year for naming rights.

Lion, the company that owns Dairy Farmers milk, has revealed it will not be renewing several sponsorship arrangements.

Lion spokesperson Peta MacDougall told Newsbytes today the company would focus on innovation and growing its portfolio of brands.

“Lion Dairy and Drinks will look to reinvest its sponsorship funding to support its marketing and innovation program and continue to deliver great products to market,” she said.

Lion refused to say which other sponsorships wouldn’t be renewed in 2013.

Dairy Farmers is a major sponsor of the Ekka show in Brisbane and also supports various community groups.

Lion also own Queensland’s iconic XXXX beer which recently became Australia’s highest selling beer.

XXXX ceased its major sponsorship of the V8 Supercars Championship at the end of last year.

2 Responses to “Dairy Farmer drops sponsorship of Townsville stadium”
  1. Does this mean Lion is cost cutting across it’s marketing program? What does Dairy Farmers bottom line look like in its last annual report? What business predictions does the chairman make?

  2. Hayden says:

    Keep checking back, more to come.

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