South Australia’s Y Series has signed a multi‑year deal to become the National Football League’s first-ever official wine partner in Australia and New Zealand, the brand announced today. The partnership positions Y Series as the Official Wine Partner of the NFL’s inaugural regular‑season game in Melbourne on 11 September, and will bring wine activations, in‑game branding and match‑day pours to the Melbourne Cricket Ground and associated events.
What’s in the deal
– Multi‑year partnership covering Australia and New Zealand.
– Y Series named Official Wine Partner of the 2026 NFL Melbourne Game (11 Sept 2026).
– Experiential activations at the MCG, in‑game branding and game‑day pours.
– A limited‑edition Y Series x NFL range to launch nationally later this year.
– A consumer promotion giving two fans a chance to attend Super Bowl LXI in Los Angeles.
This is a strategic move that takes a mainstream Australian wine brand into a high‑energy, mass‑audience sports environment.
Karl Martin, CEO of Hill‑Smith Family Estates (which crafts Y Series), framed the partnership as a play for cultural relevance: bringing wine “into big moments, shared rituals and time spent together” rather than only low‑key occasions. For the NFL, the tie‑up supports local fan engagement as the league scales its presence across the Asia‑Pacific ahead of the Melbourne game.
Ty Menzies, Executive Director Sales ANZ, Samuel Smith & Sons, said “The NFL brings scale, energy and access to a very different audience, and Y Series is well suited to show up in those moments. Our priority is working closely with customers to turn that attention into something tangible – stronger visibility, more impactful activation and genuine incremental sales across Australia and New Zealand. Aligning wine with the NFL challenges some long‑held conventions in how wine is marketed and consumed, and creates a meaningful opportunity to place the brand inside a global entertainment environment and deliver real commercial outcomes.”
The timing amplifies the impact. The NFL has been steadily building a footprint in the region; launching programs, an APAC academy and a flag football rollout, and the Melbourne match represents a flagship moment for casual fans and converts alike. Pairing that event with accessible, pourable wines and a limited collaboration range gives Y Series visibility in front of a broad, cross‑generational audience.
Jack Glover, Executive Director Marketing & Sales, Hill‑Smith Family Estates, added “For Y Series, this partnership is about broadening how and where wine fits into modern life. The NFL gives us a global platform to connect with a wider audience in social, celebratory settings and invite new consumers into the category in a way that feels relevant and accessible – from enjoying our limited-edition Y Series x NFL wine range that will be available nationally later this year, through to an exclusive chance to win once-in-a-lifetime trip to the 2027 Super Bowl. By placing the Y Series brand inside a major entertainment environment, we’re creating new occasions and helping more people see wine as part of how they come together – from kick off through to post game.”
Opportunities for operators and retailers
Occasion expansion: This partnership signals room for wine brands to pursue non‑traditional, high‑energy occasions (stadia, fan zones, major live events). Retailers can consider merchandising and promotional plans that tie into game day rituals.
Product fit: Y Series’ portfolio, approachable reds and bubbles, is designed for easy drinking and sharing, which aligns with casual sports‑watching occasions. Packs, on‑premise pour options and small‑format offerings may perform well.
Marketing leverage: Limited‑edition collaboration labels and competition tie‑ins (like the Super Bowl prize) create PR moments and social content that can drive trial into venues.
The team behind the partnership