AFL extends with Jim Beam; Netball Australia prolongs with Woolworths
Australian Rules football’s AFL has announced a two-year extension to its partnership with US spirits brand Jim Beam as the official dark spirits partner of the league.
Jim Beam first partnered with the the AFL in 2017.
The initial two-year deal included an A$7 million ($4.96 million) marketing campaign and media integration with the league’s domestic broadcast partners Foxtel and Seven Network.
The two-year renewal, covering 2020 and 2021, will see similar integrations with Foxtel and Seven and coincides with the 225th anniversary of Jim Beam this year. The 2020 AFL final series is currently under way, which will lead up to the Grand Final at The Gabba in Brisbane on 24 October.
This season was reduced from 198 to 153 games, and matches relocated away from Victoria, as a result of the coronavirus pandemic.
Meanwhile, Netball Australia, the sport’s domestic governing body, has announced a one-year extension of its partnership with Australian supermarket chain Woolworths.
Woolworths first signed a sponsorship deal with Netball Australia in 2017, becoming the official supermarket and fresh food partner of the governing body.
Under the initial deal, Woolworths became a supporter of the Origin Australian Diamonds, the Australian national netball team, and all state netball associations, as well as state teams the New South Wales Swifts, the Firebirds in Queensland, Melbourne Vixens in Victoria, Adelaide Thunderbirds in South Australia and West Coast Fever in Western Australia.
As part of the extension, Woolworths will focus on growing grassroots and community sport, with grants programmes supporting clubs and associations Australia-wide to be made available.
It will also continue as a major partner of the Origin Australian Diamonds, state associations and state teams.