Coopers bring added cheer to New Year celebration

For the first time since 1985, South Australian race fans will be able to celebrate the speed and spectacle of motorsport on the streets of Adelaide with a local brew. Le Mans Adelaide organisers today proudly announced Coopers Brewery have...

For the first time since 1985, South Australian race fans will be able to celebrate the speed and spectacle of motorsport on the streets of Adelaide with a local brew.

Le Mans Adelaide organisers today proudly announced Coopers Brewery have won the rights to be the official beer supplier for the "Race of a Thousand Years" - beating interstate rivals to the honour.

Coopers will also be a key sponsor for the New Year's Eve event which will attract thousands of interstate and international visitors to Adelaide.

The announcement was made today in pit straight in Victoria Park by Le Mans Adelaide Managing Director, Mr Dean Rainsford, Coopers Brewery Marketing Director, Mr Glenn Cooper and SA Minister for Tourism, Joan Hall.

The trio also unveiled a 2000 Panoz Le Mans sportscar for the first time in SA - the same model used by David Brabham at the recent Le Mans 24 Hour.

In a unique contrast, the state-of-the-art racing prototype arrived on the back of the historic Coopers beer delivery truck, a 1919 Saurer Truck.

"We have always been strong supporters of major events in South Australia ­ right from the first Formula One Grand Prix race in 1985 when we were beer rights sponsors and our South Australian product was proudly on show for all the world to see," Coopers Managing Director, Mr Glenn Cooper said.

"We see a similar value in this year¹s Le Mans, where we have international and interstate visitors, a huge media contingent and major businesses involved.

"Coopers is now distributing throughout the USA and into 30 other countries ­ not bad for a little brewery started in 1862 in suburban Leabrook."

To mark the sponsorship agreement, one million special edition Le Mans Adelaide Coopers Draught cans will hit the market throughout Australia.

"We decided that Coopers Brewery just had to be involved in Le Mans because of its international exposure and its standing as a world class event," Mr Cooper said.

Tourism Minister Joan Hall said the event's impact on tourism would be enormous.

"We're expecting the event to attract thousands of international visitors to Adelaide and many of these will stay on and tour our regions over the holiday period, which will generate about $30 million for the State's economy" Ms Hall said.

"Several hundred international journalists will be covering the event and promoting South Australia on the world stage, which is publicity money simply cannot buy."

Le Mans Adelaide Managing Director, Mr Dean Rainsford applauded Coopers commitment to the spectacular Adelaide event.

"Le Mans Adelaide represents a unique marketing opportunity with an international television audience of more than 300 million throughout the U.S. and Europe," Rainsford said.

"We are delighted that Coopers have recognised this unique chance to promote its products to a world audience.

"It is going to be great to be able to celebrate New Year's Eve at a major international motor race with a local beer.

"Having Coopers on board will play an important role in our marketing strategy for this event and I am looking forward to more exciting news about key sponsorships in the months ahead."

-Paul Ryan- ryan@panoz.com.au www.lemansadelaide.com.au

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