The Barmy Army is delighted to announce its long-term partnership agreement with The Pass in Australia. The partnership will see the two brands work together in the build-up to the highly-anticipated Ashes series between Australia and England – in Australia – in 2025/26.
The Pass is a loyalty program which provides customers with access to exclusive offers and rewards at over 190 pubs, bars and restaurants across Australia. Customers can earn points on their orders, receive up to 10% back on their spend as credit to spend on food and drinks and pay with the The Pass app at the bar, or skip the queue and order directly from your table.
Additionally, Barmy Army members who sign up to the app using promotional code [“Barmy”] will receive 10% off across all The Pass venues.
The Barmy Army, who have supporters groups in Adelaide, Brisbane, Perth, Melbourne and Sydney, will be collaborating with The Pass to host ‘watchalong’ events for England fans to experience live sport together during the period, as well as hosting England fans throughout the Ashes series at its official HQ’s pre & post play.
Adam Canning, Commercial Director of the Barmy Army, said: “Providing our members with access to the best experiences possible is a major focus for us all over the world and we are already making plans for next year’s tour to Australia.
“This partnership affords our ex-pat supporters groups Down Under with the opportunity to benefit from some great offers and events over the next few years whilst excitement builds for the tour itself.
“Then, as tens of thousands of Barmy Army members descend on Australia for the Ashes series itself, we will really ramp up our activity with some truly memorable events as well as hosting our famous HQ’s throughout the week of each Test match for like-minded fans to get together pre and post-match.
“It’s going to be the biggest and best Ashes tour yet and we’re delighted to be working with The Pass to deliver more value than ever to our travelling members.”
Tim Masseni, Head of Marketing & Digital (The Pass), said: “Sport has always been a big part of the pub experience, so we’re excited to partner with the Barmy Army & provide multiple home bases for both local and travelling Barmy Army members, and to offer them exclusive benefits year-round.
“We’re also excited to work closely with the Barmy Army team to provide the best fan experiences during all major tournaments & tours”
Visit barmyarmy.com/PARTNERS/The-Pass for full details and more information about the partnership.
Are you wanting to join us at the 2025/26 Ashes in Australia?
After eight long years of waiting, the Barmy Army will be returning to Australia for the Men’s Ashes 2025/26 to get behind Ben Stokes’ England team in their bid to regain the coveted Ashes “Down Under.” It is The RetURN. And you can be there with the Barmy Army by starting your ASHES PRE-PAYMENT PLAN today.
The Barmy Army has toured Australia since our inception in 1994 and are the experts in knowing what goes into an amazing and truly memorable trip – win, lose or draw.
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