Jim Beam hits the league

With the State of Origin Series 2022 almost upon us, Jim Beam has partnered with NSW Rugby League for the first time since 2008 in a two year agreement which Jim Beam is hoping will stay in place for the longer term.

The partnership includes both the Men’s (NSW Blues) and Women’s teams (NSW Sky Blues) in the upcoming Series and the brand said that this reinforces the inclusive nature of the brand and is reflective of its diverse drinker base.

“Jim Beam and the NSWRL together have a long and proud history, extending back to the days of the Jim Beam Cup (2003-2008), and we are thrilled to be back on board in support of these iconic teams,” said Trent Chapman, Marketing Director Beam Suntory Australia and New Zealand.

“The NSW Blues and Sky Blues have some of the most passionate and community-minded fans in the country. We couldn’t be happier to announce this partnership and to have the opportunity to engage these fans and foster this team support in the upcoming State of Origin Series and beyond.”

There will be Jim Beam activations at local match days, a digital and social campaign, media integration, PR opportunities and activity across both on and off premise venues to engage with Australian consumers, lovers of rugby league and lovers of the drink.

NSWRL Chief Commercial Officer, Jodie Cross said: “I am really pleased to welcome Jim Beam back in to the New South Wales Rugby League family and reignite a relationship that started almost 20 years ago.

“We’re excited for the partnership to extend across both our men’s and women’s Origin teams, the NSW Blues and Sky Blues, and for Jim Beam to engage with our passionate Blatchys Blues fans and all of our supporters across the state and elsewhere in Australia.”

The sponsorship will also see consumer competitions running, featuring a suite of money-can’t-buy prizes including signed jerseys, and enabling loyal fans the chance to win a piece of memorabilia from their favourite team.

Known faces from the NSWRL family will be engaged by the brand to encourage fans to practice responsible drinking, as part of the Jim Beam’s ongoing commitment to promoting the responsible consumption of alcohol.

This signing of Jim Beam’s NSWRL sponsorship follows the reveal of the 2022 NSW Sky Blues squad, with returning stars Tiana Penitani and Simaima Taufa, alongside captain Kezie Apps, and the NSW Blues captained by James Tedesco, the return of Reagan Campbell-Gillard and Jack Wighton and welcoming debut players including Ryan Matterson.