One of the longest partnerships in Australian sport has entered a new era.
The South Australian Cricket Association (SACA) and long-term partner LION have today announced the next chapter in their enduring relationship, with branding transitioning from the iconic West End to the much-loved Hahn across SA Domestic Cricket Teams, Premier Cricket and venue signage from the 2026/27 season.
The announcement acknowledges the deep cultural significance of West End in South Australia, as a brand woven into the fabric of the state’s sporting identity for generations, while embracing Hahn as a contemporary favourite among South Australians and one of the most popular beer brands nationally. Hahn also proudly has a growing commitment to supporting sports codes across the country, bringing that strong national backing to cricket for the first time through the South Australian teams.
SACA CEO Charlie Hodgson said the transition honours the past while embracing a future built on choice, innovation, and continued partnership.
“The West End brand has been synonymous with South Australian cricket for decades, and its legacy will always be part of our story. This evolution represents a renewed focus on the future for our partnership. As a modern Australian favourite known for its quality and commitment to excellence, Hahn is a strong addition to the SACA family.”
LION’s South Australian Sales Manager Karli Dabrowski said the move celebrates heritage while aligning with changing consumer preferences.
“West End’s history in South Australia is something we’re incredibly proud of, and that won’t change. Our commitment to South Australian cricket is as strong as ever and we’re thrilled to support its growth alongside SACA as Hahn also continues to grow, resonating strongly with today’s drinkers through its broad range of contemporary, low carb and low alcohol options.”
The transition to Hahn branding will roll out ahead of the 2026/27 season with both organisations reaffirming their shared focus on supporting cricket, enhancing fan experiences, and strengthening the sport’s presence across the state.
SACA and LION encourage the responsible consumption of alcohol.