“This is the perfect partnership, with AFL being one of the most iconic and loved sports in the Australian calendar and the Jim Beam brand being loved by Australians across the country,” said Trent Chapman, marketing director Beam Suntory Australia and New Zealand.
“Both brands have a long-standing heritage and pioneering spirit, with core values of mateship and community. For Jim Beam, it’s all about giving consumers the opportunity to enjoy an icy cold Jim Beam when they are enjoying the footy with their mates at home, at a pub or at a match. We are excited to commence the partnership and look forward to another record-breaking AFL season.”
The new partnership will be supported by a $7 million marketing campaign including comprehensive media integration with Channel 7 and Fox Sports, event day signage, in-store activation and sampling opportunities, culminating during the 2017 Finals Series.
As part of an ongoing commitment to promoting a responsible drinking culture, DrinkWise moderation messaging will be included in the brand’s signage and other event communications, helping ensure fans never miss a moment of the action.
“We are thrilled to welcome Jim Beam as our newest partner as the Official Spirit of the AFL,” said Richard Simkiss, AFL general manager commercial.
“To partner with an internationally recognisable brand like Jim Beam means that fans will be offered unique experiences not yet seen before in our game, with some exciting promotions already being planned for the 2017 AFL Grand Final.
“Our business is sport and entertainment, Australia’s game is best enjoyed sharing it with fellow fans and friends in social celebrations – whether that’s at a match or watching a match broadcast from the comfort of your home.
“We hope that Jim Beam will be the spirit of choice for supporters when cheering on their team and we encourage fans to drink responsibly at all times.”