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.<\/p>\n
The agreement replaces the league\u2019s previous arrangement with Treasury Wine Estates and places the Barossa Valley brand at the centre of Australian sporting hospitality for the next four seasons.<\/p>\n
Following its recent takeover of the Australian Open sponsorship via Jacob\u2019s Creek, Vinarchy is using the AFL\u2019s 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\u2019s and women\u2019s competitions.<\/p>\n
Commenting on the partnership, AFL executive general manager, Bec Haagsma, said: \u201cThe AFL is thrilled to be partnering with Vinarchy to have Grant Burge Wines as the Official Wine of the AFL and AFLW.\u201d<\/p>\n
\u201cThere is a strong alignment between both organisations in creating memorable experiences\u2026 we can\u2019t wait to work with the team at Vinarchy across the next four years,\u201d Haagsma said.<\/p>\n
Noting the cultural significance of the partnership, Vinarchy CEO, Danny Celoni: \u201cThe AFL and AFLW have a unique connection to Australian culture, and we\u2019re proud to have Grant Burge Wines as the official wine of the game. We\u2019re excited to connect with consumers in a way that feels relevant and inspiring.\u201d<\/p>\n
Commercial Integration and Venue Activation<\/p>\n
Grant Burge Wines will be the exclusive wine served at all major AFL-owned events, including the Brownlow Medal and the AFLW Awards.<\/p>\n
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.<\/p>\n
As a proudly South Australian-based company, Vinarchy will lead major experiential activations during the 2026 AFL Gather Round in Adelaide.<\/p>\n
Don\u2019t miss out on the latest in sports business \u2013 Subscribe today to the\u00a0free Ministry of Sport newsletter<\/a>\u00a0and stay ahead of the game. For even more exclusive insights, event tickets, professional development and networking events, become a\u00a0MoS Member today!<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"The AFL has announced a four-year partnership with global wine powerhouse Vinarchy, designating its Barossa-origin label Grant Burge…\n","protected":false},"author":2,"featured_media":456054,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[560],"tags":[638,64,63,55,639,85],"class_list":["post-456053","post","type-post","status-publish","format-standard","has-post-thumbnail","category-afl","tag-afl","tag-au","tag-australia","tag-australian-football-league","tag-australianfootballleague","tag-sports"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/456053","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/comments?post=456053"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/456053\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media\/456054"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media?parent=456053"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/categories?post=456053"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/tags?post=456053"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}