Tooheys will quit major sponsorship of the international Bathurst 1000 annual motor race and the NSW rugby league team, its two biggest commitments, as well as some smaller events.
"We feel above-the-line advertising is best for us," says Bruce Mansfield, business development director. "It wasn't the cost of sponsoring some events, but the amount of funds that went into supporting the events that made us decide against it."
Mansfield says Lion's aim is to establish a price premium for core brands, as well as others such as Hahn Ice and Hahn Premium, handled by Clemenger, and mid and low strength beers handled by Saatchi.
Copyright March 1997, Crain Communications Inc.