Mark Nicholls × Whitelabel Brewing

Giving Fans Something Different

Across a 194-game NRL career, Mark Nicholls represented the Canberra Raiders, Melbourne Storm, South Sydney Rabbitohs and the Dolphins, developing a reputation as a dependable forward and a popular figure with supporters.

When it came to creating something for his fans, Mark worked with Whitelabel Brewing to put his own branding onto beer.

The Idea

Rather than another conventional piece of sporting merchandise, the idea was simple:

Create a product specifically for fans that they could actually enjoy.

Whitelabel Brewing produced custom-branded beer for Mark, turning the can into another piece of his personal brand and giving supporters something completely different from the usual shirt, cap or signed memorabilia.

More Than Merchandise

For athletes and sporting personalities, the relationship with supporters extends well beyond what happens on the field.

Branded beer provides another way to build on that connection.

It can be purchased, gifted, shared with mates or kept as a piece of memorabilia — combining the personality and branding of the athlete with a product that naturally fits the social side of Australian sport.

For Mark Nicholls, the beer was produced specifically as a product for his fans.

A Personal Brand on a Different Kind of Product

Nicholls had already gained experience on the commercial side of professional sport during his playing career, working across areas including marketing, merchandise, sponsorship and membership at South Sydney.

His Whitelabel Brewing product is a great example of how an athlete’s personal brand doesn’t have to be limited to traditional merchandise.

A can can become part merchandise, part beverage and part fan experience.

Your Brand. Our Beer.

Mark Nicholls demonstrates another side of what Whitelabel Brewing can be used for — giving athletes, personalities and sporting brands the ability to create their own branded product for the people who support them.

Ideal for:
Athletes • Sporting Personalities • Fan Merchandise • Supporter Products • Events • Personal Brands