Carlton & United Breweries (CUB) has extended its partnership with Geelong Football Club for another five years, as the club adds 40,000 seats to its home venue with the opening of the Joel Selwood Stand at GMHBA Stadium.

CUB's range of beers and ciders, including Carlton Draught, Great Northern Super Crisp, Peroni, and Mountain Goat Very Enjoyable Beer, will be available on-tap and in bar fridges across the stadium. In celebration of Geelong's regional identity, beers from Torquay-based Blackmans Brewery will also be served at the venue.

"With the Joel Selwood Stand increasing our capacity for all Geelong home games to 40,000, our priority is to deliver an unmistakably Geelong match day experience at GMHBA Stadium for our members and supporters. After working closely with the team, it was clear what was best for our members and supporters was an extension of our long-standing partnership. We look forward to delivering CUB’s much-loved beverage products to patrons in 2024 and elevating this partnership over the course of the next five years," said Geelong Football Club Chief Operating Officer, Simon Kelleher.

As part of a separate agreement, Asahi Lifestyle Beverages drinks, including Pepsi Max, Solo, Gatorade and Cool Ridge, will continue to be available at the stadium.

Asahi Beverages Group Chief Growth & Strategy Officer, said: "Geelong fans have watched some of the all-time great moments in football at their home ground with a fresh CUB beer in hand. We are delighted to be continuing that great tradition with this announcement. We love being associated with the Geelong community through our brands, and it doesn’t get much more Geelong than GMHBA Stadium."