Yalumba Y Series has been named the Official Wine Sponsor of the National Football League (NFL) in Australia and New Zealand, the NFL’s first-ever wine partner in Australia.
The multi-year agreement includes Y Series becoming the Official Wine Partner of the 2026 NFL Melbourne Game this September – it’s first-ever regular season game in Australia – with the Melbourne Cricket Ground set to welcome fans on September 11.
The partnership includes exclusive collaboration labels, experiential activations, in-game branding and game day pours at the MCG and associated events.
A limited-edition Y Series x NFL range will be available nationally later this year, along with an exclusive consumer promotion offering two Australian fans a bucket-list trip to Super Bowl LXI in Los Angeles next February.
Y Series is crafted by Hill-Smith Family Estates, one of Australia’s most respected family-owned wine producers.
Karl Martin, chief executive officer of Hill-Smith Family Estates says, “This partnership with the NFL puts Y Series right where people want us – in big moments, shared rituals and time spent together.
“It’s about bringing wine into high-energy environments and showing up as part of how people celebrate, connect and unwind, on game day and beyond.”
Charlotte Offord, general manager of NFL Australia and New Zealand, said the Y Series partnership supports the league’s focus on creating local connections and meaningful experiences for fans.
“As we continue building towards our first-ever regular season game this September, we’re proud to be joining forces with Y Series to bring great Australian wine to the heart of game day,” she said
“With a rapidly growing fan base across the region, this partnership helps us create memorable, local experiences that bring fans together, and enhance how people celebrate the NFL in Australia.”
Recent Comments