Castlemaine XXXX has revealed a new advertising campaign to accompany its three-year sponsorship as the Official Beer of Rugby League. The adverts will run in national and regional newspapers over the next three months. The imagery features a close-up picture of a rugby player’s battered face with four stitches above his eye marked out as ‘XXXX’, with the tagline, "XXXX. The Official Beer of Rugby League." Phil Rumbol, InBev UK’s marketing director, said: "The campaign is a departure from the current advertising campaign for Castlemaine ‘XXXX’, but uses typical ‘XXXX’ humour to make its point."