Fosters, Diageo Open Batting this Summer

By Andrew Starke

Foster’s Group and Diageo Australia have teamed up with Cricket Australia and the Nine Network in a campaign to promote responsible drinking called ‘Know When to Declare’.

The new national partnership, announced today (Nov 25), is the first of its kind in Australia and will see the launch of a national broadcast campaign to run during the cricket season.

The campaign builds on other initiatives by Cricket Australia and its partners to promote responsible alcohol consumption and provide clear standards that govern responsible advertising and marketing practice.

“Cricket is an iconic part of Australian summer,” said Cricket Australia CEO, James Sutherland. “It is watched and played by millions of people around the country which provides us with a unique opportunity to promote healthy and active lifestyles.”

Sutherland praised the initiative taken by Foster’s Group and Diageo Australia, two of the major alcohol beverage companies in Australia, in helping to create the partnership.

“Cricket provides a strong platform to promote responsible consumption,” said Diageo Australia MD, Tim Salt. “Most Australians do enjoy a drink in a responsible way, but there are groups in the community who misuse alcohol and we believe there is a lot we can do in working with our partners to help tackle the problem.”

“Australian cricketers are amongst Australia’s most respected sporting role models,” Foster’s Group CEO, Ian Johnston said. “We believe this campaign demonstrates that sports and sportspeople can play an active and important role in encouraging responsible consumption.”

More details of the campaign are expected to be unveiled in coming weeks.