The Canberra Raiders have secured a revival of one of the most iconic jersey sponsors rugby league has ever had with 'Up the milk' to gain new relevance.
The Raiders wore their famous Canberra Milk jerseys through the early to mid nineties, coinciding with the club's last premiership in 1994.
Having gained cult status, the Canberra Milk jersey will return next season, with the Raiders renegotiating their partnership with the company following Huawei's decision, announced last month, to downgrade their sponsorship.
The new arrangement with Canberra Milk was trumpeted by the Raiders in a statement today, with jersey sales sure to soar as a result next season.
"Since 1982 we have enjoyed a solid partnership with Canberra Milk, which at all times has been based on mutual benefit, I have no doubt the 2021 jerseys and training apparel are going to be very well received by our members and fans," said Raiders CEO Don Furner.
Furner said negotiations for a jersey sponsor for 2022 and beyond had already started. Capitol Chilled Foods Australia, which produces Canberra Milk, will determine which of their brands will feature on the jersey after next season.
Coach Ricky Stuart was one of the Raiders' stars last time they wore the Canberra Milk logo and he couldn't hide his sense of nostalgia.
"When I heard about the discussions taking place and saw the garment artwork featuring the Canberra Milk logo, it brought a smile to my face," Stuart said. "It brings back some great memories".
Over the four decades of their partnership, Capitol Chilled Foods Australia has displayed three of their brands - Bega Cheese, Canberra Milk and Dare Iced Coffee - across the club's apparel.
from WWOS https://wwos.nine.com.au/nrl/canberra-raiders-bring-back-iconic-jersey-sponsorship/749ef13f-d084-48fa-ae72-d3159dcf6740
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