Article by: Hari Yellina
Under a new partnership contract facilitated by Meat & Livestock Australia, Australian Beef has established an official collaboration with the Brisbane Broncos, underlining the vital role Australian red meat serves in high-performing players’ diets on the national stage. MLA’s mission is to invest in research and marketing to ensure the long-term viability of Australia’s red meat and cattle industries. The relationship between Australian Beef and the Brisbane Broncos, Australia’s most popular football team, will enable brand integration and content opportunities that illustrate beef’s importance in a balanced diet.
The collaboration will emphasise how beef fuels the club’s finest athletes while also providing a compelling consumer proposition that can be communicated across numerous media platforms. Australian Beef is a platinum partner of the Brisbane Broncos NRL and NRLW teams for the 2022 and 2023 seasons. The agreement will give Australian Beef access to the Broncos’ roster, allowing for content creation that underlines beef’s role in helping you perform at your best, community education activities, and commercial growth opportunities in the food service channel.
MLA managing director Jason Strong expressed his delight at having Australian Beef as an official partner of the Brisbane Broncos, praising the chance to promote the nutritious benefits of Australian beef. “Because Australian beef is high in natural protein, collaborating with the Brisbane Broncos is a perfect fit for demonstrating the importance of nutrient-dense Australian red meat as part of a balanced diet,” Mr. Martin said. Mr Yardy also opined, “Australian Beef has a long history of collaborating with high-performing athletes, and we’re thrilled to be associated with the Broncos, Australia’s most popular football club across all codes, who can communicate the narrative of Australian Beef.”
“Partnering with a high-profile sports franchise helps the Australian Beef brand highlight its important health messages about beef’s part in a healthy diet, ensuring we make every bite count,” says the company. “We are incredibly delighted to be introducing Australian Beef to the Broncos family – they are a quality brand with a strong reputation across the community,” said Brisbane Broncos CEO Dave Donaghy.
Dave Ballard, the Brisbane Broncos’ head of performance, told reporters: “It’s fantastic that our players can rely on Australian Beef on and off the field. For professional athletes, proper nutrition and a well-balanced diet are essential, therefore having Australian Beef as a partner will provide us the advantage we need every week in the NRL.”