XXXX has given up its prized real estate on the jersey of the Queensland Maroons.
Instead of the iconic yellow and red branding on the sleeve, the XXXX logo will be replaced by the postcodes of regional communities in Queensland for Games 2 and 3 of the 2022 State of Origin series.
But fear not, this isn't the end of one of the longest-running sports partnerships in Australian history.
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It's all part of an initiative to make Queenslanders even more proud than they already are.
“XXXX has been a proud Queenslander for 144 years, and one of the things that makes it great is its communities,” XXXX brand director Chris Allan told the Queensland Rugby League website.
“The Maroons are running out on the pitch representing all of the regions and we wanted to bring some recognition of this to the Origin arena.
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“However you celebrate Origin this year, whether it be with mates at home or at the pub with a XXXX in hand, cheer on the Maroons and all the towns right across the state that fill us with that Queensland pride.
"Maybe a postcode important to you will be on the jersey.”
So no, the legendary beer brand is definitely here to stay and will continues its long and successful partnership with the rugby league representative team hailing from the Sunshine Coast.
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Kurt Capewell is one of the many Maroons stars onboard with the move as he'll be donning the postcode of his hometown in Queensland.
“Charleville is where I started my rugby league journey, so it’s a real honour to play for the Maroons and wear the 4470 postcode on my sleeve,” Capewell said.
“It’s a fantastic initiative and one that the QRL and XXXX should be extremely proud of. These communities are close to our hearts and it’s a fitting tribute to the places that make this state great.”
Topics: Australia, NRL, Rugby League
Max Sherry