KEY POINTS:
It seems Auckland rugby fans will be asked to embrace the Pride of the South at matches next year.
DB Breweries' 21-year association with Auckland rugby has ended, the brewery has announced. It is understood that rival brewer Lion Nathan has agreed a deal to take over as the union's major sponsor.
The deal will include hospitality provision and the Herald understands that Speights will be the major brand pushed at matches.
A union spokesman declined to confirm that information.
"No announcement will be made until a new agreement is finalised," the spokesman said.
However, DB sponsorship manager Peter Wills said Lion had reached an agreement with the union. He said DB's offer to continue its association with the union had been declined and the brewer had opted not to get into a bidding war with Lion.
The decision not to renew the ARU contract was a stand alone decision, he said.
"Rugby runs deep in DB's blood and we remain sponsors of two Super 14 teams, namely the Hurricanes and the Crusaders, as well as a number of provincial unions and clubs around the country."
The brewer's contract with the Hurricanes runs until 2012 and its deal with Crusaders until 2013.
"We will now begin to look at other opportunities to grow our brands presence in the Auckland market, with a focus on delivering value for a greater number of Aucklanders," Wills said.
