Weber, a brand synonymous with Australia’s barbecuing culture, will be the first Official BBQ Partner of the NRL State of Origin.
The partnership marks the first local sports sponsorship for the brand which launched in Australia in 1978.
Daniel Pike, National Marketing Manager Weber AU/NZ, revealed the company is excited about what the deal can bring to Weber's national retail network.
"Sport is closely linked to the Australian barbecue and entertaining culture, and we’re looking forward to continuing to grow and define that connection with Australia’s largest annual sporting event," said Pike.
"We’re looking forward to engaging both with NRL players, fans, consumers and Weber Stores in this exciting campaign driven through engaging and interactive content and experiences.”
Weber enlisted Publicis Sport & Entertainment to broker the deal which incorporates a mix of digital rights, IP usage, access to both current players and legends of the game, as well as access to NRL.com.
Publicis Sport & Entertainment director Ashley O’Rourke said of the partnership: “Whilst sport has had to adapt to the challenges of 2020, the appetite for big competitions, like the State of Origin, has never been greater as a way of bringing Aussies together during truly trying times.”