Media Release

West End renews SANFL partnership for a further two years

February 18,2022

By SANFL Media

SANFL is pleased to announce that its longstanding partnership with West End will continue until at least the end of 2024, taking the partnership into its 70th year.

The proud partnership between West End and SANFL – one of the longest in sporting history in SA – dates back to 1954, with the much-loved beer supporting the top-tier competition in developing the stars of tomorrow, and ensuring every football kicked is emblazoned with the West End logo.

West End’s newly-appointed Sales Director Jared Shattock said he was thrilled to be taking over as the state’s sales director and was committed to preserving the brand’s connection to the South Australian community.

“Our partnership with the SANFL now spans seven decades, which is absolutely remarkable and a testament to the strength of the relationship between West End and generations of SANFL fans,” Shattock said.

“This major announcement demonstrates the big role West End continues to play in communities throughout South Australia.

“There’s nothing more South Australian than enjoying a red tin on the hill overlooking your local footy ground on a Saturday in winter.”

The 68-year-old partnership has given rise to one of the most unique and iconic traditions in Australian sport – the Chimney Ceremony, which sees SANFL premiers and runners up unveil their colours on top of the Hoffmann Kiln at the Brickworks Marketplace, a new home for the tradition since relocating from the West End Brewery in 2021.

“The renewed West End SANFL Chimney Ceremony is another example of how committed we are to maintaining these community connections.

“We look forward to seeing this new location take on an old and much-loved tradition and go from strength-to-strength, and I’d just like to thank (SANFL CEO) Darren Chandler for working with us every step of the way,” Shattock added.

SANFL CEO Darren Chandler said he was delighted that the proud and historic partnership between two great South Australian brands would continue for at least another two years beyond the 2022 season.

He said the partnership would importantly extend beyond the State League to Community Football in both metropolitan and regional areas.

“West End has been by our side for so many great memorable SANFL moments,” Mr Chandler said.

“The partnership between West End and SANFL is such an important part of our history, and future, and we look forward to its continued support to grow and promote football right across the State.”

West End is both major sponsorship partner as well as pourage partner of SANFL, with Lion beers being poured exclusively at a majority of SANFL clubs, as well as the Mosaic Hotel at West Lakes.

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