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Jim Beam becomes official spirit of the AFL


Jim Beam becomes official spirit of the AFL


Jim Beam has become the first ever official spirit of the Australian Football League.

The partnership between the spirit brand and the AFL is the first of its kind, and will be supported by a $7 million marketing campaign.

The campaign will include a comprehensive media integration with Channel 7 and Fox Sports, event signage and in-store activations and sampling opportunities.

Jim Beam is Australia’s number one spirit brand, and the AFL is its number one sport property.

“To partner with an internationally recognised brand like Jim Beam means that fans will be offered unique experiences not yet seen before in our game,” says Richard Simkiss, AFL general manager commercial, “with some exciting promotions already being planned for the 2017 AFL Grand Final.”

Special AFL Finals Series packaging will be rolled out across the Jim Beam range in August.

DrinkWise moderation messages will be included in branded signage and other event communications, as part of both brands’ commitment to encouraging responsible drinking.

“This is the perfect partnership,” says Trent Chapman, marketing director Beam Suntory Australia and New Zealand, “with AFL being one of the most iconic and loved sports in the Australian calendar.”



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Ben Ice

Ben Ice was MarketingMag editor from August 2017 - February 2020

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