octagon australia

XXXX GOLD V8 Supercar Sponsorship


Client Objectives:

Following on the success of the XXXX GOLD Beach Cricket and in an effort to continue to grow the brand nationally and move away from being a QLD beer, Lion Nathan were looking for a property that again had national reach but also covered a full year of activation.


  • Octagon worked with Lion Nathan to secure XXXX GOLD as one of the Platform sponsors and official Beer of the V8 Supercar Series from 2008 – 2010.
  • This provided year round activity covering all states in Australia giving XXXX GOLD the opportunity to build the brand in emerging markets.
  • In order to leverage this sponsorship, XXXX GOLD wanted to create a mobile Bar that could travel to each of the 12 V8 Supercar rounds and it be a destination for V8 fans to hang with their mates and drink cold XXXX GOLD.

Octagon Activity:

  • Octagon & Lion Nathan created the XXXX GOLD Retreat, the first of its kind, a two storey custom built bar that travels to all V8 Supercar rounds and set up trackside in high traffic areas as a destination for V8 Supercar fans to enjoy all the action on track.
  • Octagon activates the sponsorship on behalf of Lion Nathan across the country managing the setup and activations around the XXXX GOLD Retreat with the XXXX Angels, Gold Class Sessions, TV integration, Ambassador Driver interaction & sponsorship benefits.
  • The XXXX GOLD Retreat has a packed calendar, travelling to many XXXX GOLD sponsored events nationally in addition to its V8 Supercar commitments which is also managed by Octagon.
  • For more information on the XXXX GOLD V8 Supercar sponsorship, visit www.xxxx.com.au


  • XXXX GOLD is now the second biggest selling beer in Australia.
  • 3.2m people exposed to the XXXX GOLD Retreat on track at V8 Supercar events.
  • 10,000 people upgraded to a GOLD Class Session over 1 year.


Sport - Are you entertained?

Whilst away at our annual work conference, in between the seminars and presentations, a small group of Octagon staff sat around a campfire and discussed the relationship between sports and entertainment.