Adelaide Pumas Soccer Club × Whitelabel Brewing
Their Home Ground. Their Supporters. Their Beer.
Adelaide Pumas Soccer Club has been part of South Australia’s amateur football community since 1998.
Originally established through Adelaide’s Italo-Argentinian community, the club became the Adelaide Pumas in 2001 and moved to its current home at Thomas Turner Reserve in Valley View the following year.
Over its history, the Pumas have worked their way through the South Australian Amateur Soccer League, collecting multiple premierships along the way.
When the Pumas wanted their own beer, they worked with Whitelabel Brewing to create custom-branded beer to sell at home games.
Turning the Bar Into Another Part of the Club
For a sporting club, home games aren’t just about what happens on the field.
They’re about supporters arriving, catching up with mates, watching the football and spending time around the club.
The Pumas already operate a bar and canteen environment around their home matches, making drinks part of that match-day experience.
Custom beer gave them the opportunity to make the product in supporters’ hands part of the club as well.
Instead of every beer sold promoting somebody else’s brewery:
the Pumas could sell a beer carrying their own identity.
A Product Supporters Can Buy
This wasn’t beer produced simply to give away.
It was created as a product the club could sell at home games.
That changes branded beer from a marketing expense into something that can contribute directly to the club’s match-day revenue.
A supporter buys a beer they were potentially going to purchase anyway.
The difference is that the can now carries the Adelaide Pumas brand.
The club gets the sale.
The supporter gets the beer.
And the Pumas remain front and centre.
Making Match Day More Pumas
Sporting clubs work hard to create identity around their home ground.
The colours.
The shirts.
The signage.
The supporters.
The bar.
The can in someone’s hand can be part of that identity too.
At Thomas Turner Reserve, a Pumas-branded beer feels like it belongs in the environment because it was created specifically for the people standing there watching the Pumas play.
That is where custom beer can work particularly well for community sporting clubs.
It isn’t trying to manufacture club culture.
It’s simply putting the existing club culture onto another product.
Sell Your Own Brand at Your Own Ground
Adelaide Pumas Soccer Club demonstrates how sporting clubs can use Whitelabel Brewing to create their own match-day product.
Rather than only stocking national beer brands, clubs can create something specifically for their supporters and sell it alongside their existing bar offering.
Your club. Your supporters. Your beer.
Your Brand. Our Beer.
Ideal for:
Soccer Clubs • Football Clubs • Sporting Clubs • Home Games • Club Bars • Supporter Sales • Match-Day Revenue
