XXXX and QRL celebrate decades of mateship
There is nothing more Queensland than a XXXX and footy, and for decades the iconic brand has stood proudly alongside Queensland Rugby League, backing the game at every level.
Today, Queensland Rugby League and XXXX celebrate the continuation of one of the state’s longest-standing sporting partnerships, reaffirming XXXX’s support of rugby league across the entire Queensland pathway, from community and statewide competitions through to the Maroons.
Built on shared values of pride, loyalty and Queensland spirit, the renewed partnership reflects a deep connection to the people, clubs and communities that make rugby league the heartbeat of the state.
XXXX’s support of the game spans statewide competitions and the elite level, reinforcing the pathway that connects community rugby league to the highest levels of the sport. That pathway has produced generations of Queensland representatives and continues to provide clarity and aspiration for those progressing through the system.
The renewal was marked alongside the launch of the 2026 Hostplus Cup, bringing together players who represent the strength and success of Queensland’s rugby league system.
Those in attendance included Maroons representatives Gehamat Shibasaki and Georgia Hannaway, along with statewide competition premiership-winning captain Kelsey Parkin of the Brisbane Tigers and grand finalist Lauloto Salei of the Norths Devils.
Queensland Rugby League CEO Ben Ikin said the partnership with XXXX reflects a shared commitment to rugby league at all levels.
“XXXX has been part of Queensland rugby league for generations. Their support stretches from community footy right through to the Maroons, and that’s something we’re incredibly proud of,” Ikin said.
This partnership is about backing the game from the ground up and ensuring the next generation of players can see what’s possible.
Ben Ikin CEO, Queensland Rugby League
Whether it’s Darren Lockyer and Petero Civoniceva, Cameron Smith and Billy Slater, and yes, Alfie Langer and his six more songs, some combinations just work. XXXX and the Maroons are another timeless duo, standing strong as a symbol of Queensland unity.
A partnership forged in passion. Brewed to last.
About Lion:
Since 1878 we’ve been celebrating and championing the good life by brewing beer to be enjoyed under the hot Aussie sun. The good life is the most treasured part of the Aussie lifestyle. Whether you’re kicking back on a beach with rods in the sand enjoying the sunset, or rising with the sun to chase the early worm. In any case, it’s about getting the most out of each and every day. It’s as much a mindset as it is a lifestyle, with the right attitude and energy, any situation can be turned into the good life. The launch of XXXX Ultra Zero Carb* marks a significant milestone for XXXX as it ventures into the Ultra category, offering a refreshing and easy-drinking Australian lager.
Lion is a leading beverage company headquartered in Sydney, Australia. With origins dating back more than 180 years, Lion is known for its commitment to quality, craftsmanship, community, and sustainability, and recently became Australasia’s first large-scale carbon neutral brewer. Lion is a pioneer in brewing and continues to innovate across a range of adult beverages. Its core beer portfolio includes many locally loved brands in Australia and New Zealand such as XXXX, Little Creatures, James Squire, Stone & Wood, Emerson’s, Speight’s and Panhead. Lion also has an enviable portfolio of NZ wine brands, a craft spirits distribution arm in Australia in Vanguard Luxury Brands and Yarra Valley-based Four Pillars Gin. Lion employs close to 2000 people across its markets and in 2025 has been B Corp Certified. www.lionco.com.
