Castlemaine XXXX, brewed in the UK by InBev UK, has unveiled new advertising to accompany its three-year sponsorship as the Official Beer of Rugby League.

The imagery for the new campaign draws on the physical challenges of the game, with ads running in national and regional newspapers over the next three months which mark the final phase of the Rugby League season.

The image features a close-up picture of a rugby player's battered face with four stitches above his eye marked out as 'XXXX', with the tagline, "XXXX. The Official Beer of Rugby League."  Rugby League imagery will also be included on new bulk packs to be launched from September in the off-premise sector.

"The campaign is a departure from the current advertising campaign for Castlemaine 'XXXX', but uses typical 'XXXX' humour to make its point," says InBev UK marketing director, Phil Rumbol. "Running in two key rugby titles and alongside sport pages in newspapers, the campaign has been created to appeal to a core lager drinking audience." 

The brand will have a major presence, through branding in and around the stadiums and in match programmes, at key matches in the RFL season including the Super League Grand Final, the Challenge Cup semi-finals and final and LHF finals day. In addition, the brand will have pouring rights at the season's two major finals, the Super League Grand Final and the Gillette Tri-Nations final.