Jim Beam Makes History as First Official Spirit of AFL

Jim Beam has been announced as the first Official Spirit of the AFL.

The deal is a huge win for Coca-Cola Amatil. Last year’s Toyota AFL Premiership Season alone drew a total of 6,306,336 attendees and reached a gross cumulative television audience of 18,368,505.

The new partnership will be supported by a $7 million marketing campaign throughout the 2017 Finals Series. This will include event signage, in-store activation, and media integration with Channel 7 and Fox Sports. DrinkWise messaging will also be included in the brand’s signage and event communications, as part of an ongoing commitment to promote responsible drinking.

Marketing Director Beam Suntory Australia and New Zealand Trent Chapman said, “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. 

“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.” 

AFL General Manager Commercial Richard Simkiss added, "We are thrilled to welcome Jim Beam as our newest partner as the Official Spirit of the AFL. 

"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. 

"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.”