Asahi Beverages has announced the start of a landmark new partnership with the Australian Turf Club.
Under a multi-year deal, the partnership will see punters cheer on a winner at some of Australia’s best race days, such as The TAB Everest and TAB Golden Slipper, while enjoying alcohol beverages including Asahi Super Dry, Balter, 4Pines, Vodka Cruiser and popular mid-strength offerings such as Great Northern Super Crisp.
In a separate but related deal, race-goers will also be able to enjoy beverages from Asahi’s non alcohol range including Schweppes, Pepsi Max, Cool Ridge water and much more.
As part of the deals, Asahi will provide drinks at the ATC’s four racecourses (Royal Randwick, Rosehill Gardens, Warwick Farm and Canterbury Park) and Rosehill Bowling Club –across multiple categories including beer, soft drinks, premix, water and coffee.
“We’re excited about the new partnership with Asahi Beverages and their strong brand portfolio. We’re renowned for delivering world class racing experiences and events, and this new partnership will foster innovation to drive our customer experience across all our venues,” said Australian Turf Club CEO Matt Galanos.
“We look forward to a successful start to 2025 and beyond.”
With crowd attendances at ATC racecourses growing, Asahi Beverages will provide trackside support to build on the momentum and allow racegoers to enjoy the courses in new ways.
An Asahi Super Dry Bar with prime viewing deck – combining the worlds of old and new Japan – is set to be constructed at Royal Randwick. The historic Tote House is also set to be reimagined with contemporary styling in a way that celebrates the heritage to offer racegoers a premium experience.
ATC continues to grow the number of concerts, consumer and business events on non-race days to drive more people through the venues, with more opportunities to come with the new partnership.
“We’re thrilled to partner with the Australian Turf Club to help them grow racing in New South Wales and provide racegoers with Australia’s leading range of drinks,” said Asahi Beverages Group CEO Amanda Sellers.
“Australians have long celebrated their favourite sporting moments with one of our beverages in hand. We can’t wait to continue that tradition with some of the country’s best racing at Australian Turf Club racetracks.”