\t\t\t\t\t\tY Series is the first-ever wine partner the NFL has had in Australia. Image supplied<\/p>\n
South Australian wine brand Yalumba Y Series has been named the official wine sponsor of the National Football League (NFL) in Australia and New Zealand, becoming the NFL\u2019s first-ever wine partner in Australia.<\/p>\n
The multi-year agreement is the biggest sporting partnership the brand has experienced to date and includes Y Series becoming the official wine partner of the 2026 NFL Melbourne Game this September. The winery said there will be experiential activations, in-game branding and game day pours at the Melbourne Cricket Ground (MCG) and associated events.<\/p>\n
Beyond the field, a limited-edition Y Series x NFL range will be available nationally later this year, along with a consumer promotion offering two Aussie fans a trip to the Super Bowl LXI in Los Angeles next February.<\/p>\n
Created by Hill-Smith Family Estates, Y Series is \u201cknown for making great-tasting wine that\u2019s easy to enjoy\u201d.<\/p>\n
Karl Martin, CEO of Hill-Smith Family Estates, said the partnership marks a bold, long-term play for the future of wine.<\/p>\n
\u201cThis partnership with the NFL puts Y Series right where people want us \u2013 in big moments, shared rituals and time spent together. It\u2019s about bringing wine into high-energy environments and showing up as part of how people celebrate, connect and unwind, on game day and beyond,\u201d he said.<\/p>\n
Martin emphasised that \u201ctapping into one of the world\u2019s most powerful entertainment platforms\u201d via the collaboration would drive cultural relevance and growth.<\/p>\n
The announcement comes as the NFL prepares to host its first-ever regular season game in Australia, with the MCG set to welcome fans on 11 September.<\/p>\n
General manager of NFL Australia and New Zealand, Charlotte Offord, said the Y Series partnership supports the league\u2019s focus on creating local connections and meaningful experiences for fans.<\/p>\n
\u201cAs we continue building towards our first-ever regular season game this September, we\u2019re proud to be joining forces with Y Series to bring great Australian wine to the heart of game day. With a rapidly growing fan base across the region, this partnership helps us create memorable, local experiences that bring fans together, and enhance how people celebrate the NFL in Australia,\u201d she said.<\/p>\n