Jim Beam made history this month by becoming the first official spirit of the AFL.
The new partnership between Australia’s number one spirits brand and the country’s number one sport will be supported by a $7 million marketing campaign, including comprehensive media integration with Channel 7 and Fox Sports, event day signage, in-store activation and sampling opportunities, culminating during the 2017 Finals Series.
Trent Chapman, Marketing Director Beam Suntory Australia and New Zealand, says: “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.”
As part of an ongoing commitment to promoting a responsible drinking culture, DrinkWise moderation messaging will be included in the brand’s signage and other event communications.
Richard Simkiss, AFL General Manager Commercial, says: “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.”
Special new AFL Finals Series limited edition packaging will also be rolled out across the range this August, and sports fans will also be able to enjoy the action of the AFL and the refreshment of Jim Beam at a number of live sites across Sydney, Melbourne and Perth.
Footy-themed consumer promotions will be on the shelves across all leading retailers, including the opportunity to win the Ultimate AFL Grand Final Experience with tickets to the Grand Final, or pick up footy-themed gift with purchase prizes such as Jim Beam AFL Stubby coolers and co-branded flat caps.
