The AFL has announced a four-year partnership with global wine powerhouse Vinarchy, designating its Barossa-origin label Grant Burge Wines as the Official Wine Partner of the AFL, AFLW, and Marvel Stadium.

The agreement replaces the league’s previous arrangement with Treasury Wine Estates and places the Barossa Valley brand at the centre of Australian sporting hospitality for the next four seasons.

Following its recent takeover of the Australian Open sponsorship via Jacob’s Creek, Vinarchy is using the AFL’s massive reach to drive category growth and innovation. For the AFL, the partnership provides a premium, South Australian-led hospitality offering that aligns with its goal of enhancing the fan experience across both its men’s and women’s competitions.

Commenting on the partnership, AFL executive general manager, Bec Haagsma, said: “The AFL is thrilled to be partnering with Vinarchy to have Grant Burge Wines as the Official Wine of the AFL and AFLW.”

“There is a strong alignment between both organisations in creating memorable experiences… we can’t wait to work with the team at Vinarchy across the next four years,” Haagsma said.

Noting the cultural significance of the partnership, Vinarchy CEO, Danny Celoni: “The AFL and AFLW have a unique connection to Australian culture, and we’re proud to have Grant Burge Wines as the official wine of the game. We’re excited to connect with consumers in a way that feels relevant and inspiring.”

Commercial Integration and Venue Activation

Grant Burge Wines will be the exclusive wine served at all major AFL-owned events, including the Brownlow Medal and the AFLW Awards.

The deal kicks off immediately with hospitality activations at the Ed Sheeran concert series in February. A key feature includes the takeover of the Level 2 City Edge Bubbles Bar, providing a dedicated brand home for Vinarchy within the Docklands precinct.

As a proudly South Australian-based company, Vinarchy will lead major experiential activations during the 2026 AFL Gather Round in Adelaide.

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