Jim Beam Bourbon teams up with AFL

13th April, 2017 by Nicola Carruthers

Jim Beam has partnered with the Australian Football League (AFL) to become its first official spire sponsor, supported by a AU$7 million marketing campaign.

Jim Beam partners with Australian Football League

The campaign will include comprehensive media integration with Channel 7 and Fox Sports, event day signage, in-store activation and sampling opportunities, culminating during the 2017 Finals Series in September.

“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.”

“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,” added Richard Simkiss, AFL general manager, commercial.

“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.”

The announcement follows the brand’s partnership with another sports team, Chicago Cubs, which included extensive promotion of Jim Beam at the Wrigley Field stadium.

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