Aussie Beef Hits Home Run in Japan
AUSTRALIA - Aussie Beef has hit a home run in Japan with its sponsorship of the Australian national baseball team during its two games against the host nation’s national team late last week.
27 November 2007
2 minute read
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Aussie beef catches top sponsorship |
Baseball is the most popular sport in Japan and attracts millions of supporters and extensive television coverage.
Aussie Beef is the highly regarded and hugely recognisable generic brand for Australian beef in Japan. As part of the sponsorship package the Aussie Beef logo appeared on the Australian baseball team’s playing shirts, guaranteeing exposure for the brand across Japan.
Meat & Livestock Australia’s deputy regional manager in Japan, Travers Nicholas said the sponsorship of the Australian baseball team was a unique way of further promoting the Aussie Beef brand in Australia’s largest beef export market.
“The support of the Australian national baseball team fits well with our key objectives of improving the image of Australian red meat by associating with a healthy lifestyle and highlighting the nutritional benefits of eating Australian beef and lamb,” Mr Nicholas said.
“The popularity of baseball in Japan is similar to that of cricket or rugby league or AFL in Australia and the opportunity to tap into the millions of Japanese baseball fans is very exciting for the Aussie Beef brand.
“We are always looking for new and innovative ways to promote Australian beef in Japan and although Aussie Beef is a highly recognised brand in Japan we continually endeavour to expand our brand awareness in the market.
“We also take great pride in supporting an Australian national sporting side. Representing your country is a huge honour and MLA is incredibly proud to support the Australian national baseball team here in Japan.”
Japan is Australia’s largest beef export market and accounts for nearly half of all Australia’s red meat exports. Australia has been the world’s largest of exporter of beef to Japan since December 2003 when the US was banned from exporting to that country following the discovery of BSE in their herd.
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