Cheers to 30 years – XXXX laying a new foundation
Connected since the very beginning, the North Queensland Toyota Cowboys have celebrated 30 years in partnership with foundation partner XXXX, while launching the latest initiative for fans attending Cowboys home games during the 2025 season.
Now a platinum partner, XXXX’s partnership with the Cowboys has seen Queensland’s favourite beer side by side for every milestone in the club’s history, and its latest addition to match days is sure to quench the thirst of Cowboys fans.
Cowboys premiership winning Co-Captains Johnathan Thurston and Matt Scott were on hand to mark the occasion with the opening of North Queensland’s hottest new location, the all new “Scott your Thurst-on” bar at Queensland Country Bank Stadium.
Located on the northern concourse, the “Scott your Thurst-on” bar is set to become one of the finest spots for lucky Cowboys members and fans to witness all the on-field action, with the overlooking deck providing a legendary view to match its name.
Cowboys CEO Jeff Reibel said the long-standing partnership is a testament to the mateship and pride between the two organisations.
“XXXX has been instrumental in supporting our club right from the very beginning and have continually shared our vision of serving the people of North Queensland,” he said.
“The connection between our brands runs deep, in our three decade long history, XXXX have been hand-in-hand for memories every step of the way, whether it be the excitement of a XXXX Derby or toasting a hard fought victory with a XXXX Gold.
“Everyone remembers seeing our inaugural team run out with the iconic XXXX logo across the front of their jerseys, and it is fitting that 30 years later, we’re here to open the new ‘Scott your Thurst-on’ bar the day before our current team runs out wearing that same design from 1995.
“It’s even more special to be celebrating this occasion by honouring two Cowboys Hall of Fame members with this fantastic new venue for our members and supporters to enjoy at our home each game day.”
To further commemorate the milestone, local artist Kennie Deaner was commissioned to paint a mural on the exterior of the bar, unveiling his street artwork paying tribute to both club legends.
Lion Brand Partnerships Leader, Alex Honson, said “It’s an honour for XXXX to have been part of the Cowboys’ 30-year journey—through the highs, the lows, and the unforgettable moments that define this club. From Laurie Spina leading out the first team to the 2015 Premiership and JT’s 250th game, XXXX has been there to celebrate with a well-earned GOLD.
“The Cowboys embody the resilience and hard work of North Queensland, and we’re proud to be part of their story. We’re also thrilled to celebrate this milestone with the new ‘Scott your Thurst-on’ bar—where fans can raise a XXXX to two club legends and many great moments to come.”
One of the longest running commercial partnerships in Australian sport, the Cowboys relationship with XXXX runs deeper than most, with the iconic Queensland brand first coming on board to support North Queensland’s bid for a team in the ARL competition.
With the club yet to be established, XXXX’s support saw them provide funding for the Cowboys first ever CEO, Kerry Boustead at the beginning of the bid process, with this continued generosity underpinning North Queensland’s three year build-from-the bottom campaign to eventually join the national competition in 1995.
Once admitted into the league, XXXX became the club’s foundation partner, with the Cowboys inaugural team taking the field with the famous red and yellow branding sitting proudly across the front of the club’s first ever jerseys in 1995, evolving over the following three decades to see the iconic beer logo currently appearing on the Cowboys’ media polo and playing shorts.
Cowboys fans can win tickets into the new “Scott your Thurst-on” bar at Queensland Country Bank Stadium by joining as a Cowboys Member, attending home games or entering competitions through Cowboys radio broadcast partner Triple M.
