Queensland will look a little different during the remainder of this year’s State of Origin series.
The Maroons are synonymous with XXXX beer but the iconic alcohol logo will be replaced on their jerseys for games two and three.
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The beer branding was on display during Queensland’s 16-10 win over NSW in game one, with the logo featuring prominently on players’ sleeves. But XXXX is giving up its prized real estate on the jerseys for Sunday night’s game in Perth and next month’s clash in Brisbane.
The branding will be replaced by the postcodes of regional communities in Queensland — an initiative aimed at fostering a sense of pride about the Sunshine State.
XXXX brand director Chris Allan told the Queensland Rugby League website: “XXXX has been a proud Queenslander for 144 years, and one of the things that makes it great is its communities.
“The Maroons are running out on the pitch representing all of the regions and we wanted to bring some recognition of this to the Origin arena.
“However you celebrate Origin this year, whether it be with mates at home or at the pub with a XXXX in hand, cheer on the Maroons and all the towns right across the state that fill us with that Queensland pride.”
Queensland back-rower Kurt Capewell will be wearing the postcode of his hometown when he steps onto the field in Perth this weekend.
“Charleville is where I started my rugby league journey, so it’s a real honor to play for the Maroons and wear the 4470 postcode on my sleeve,” Capewell said.
“It’s a fantastic initiative and one that the QRL and XXXX should be extremely proud of. These communities are close to our hearts and it’s a fitting tribute to the places that make this state great.”