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Looking to extend its longstanding links with sport through a new grassroots approach, Bourbon whisky brand Jim Beam has announced new partnerships with six AFL and NRL clubs.

Expanding on its existing rugby league sponsorships with the Penrith Panthers and NSW State of Origin team and other partnerships with sport governing bodies, the brand’s Always Welcome strategy is aiming to engage directly into community and grassroots sport through club-level deals.

The new deals will also cover both men’s and women’s squads at the NRL’s Newcastle Knights, Parramatta Eels and Melbourne Storm and AFL’s West Coast Eagles, Port Adelaide, and the Richmond Tigers.

The two-year partnerships will be leveraged through a significant activation plan taking in match days, digital content, media integration, PR campaigns and in-store as well as online promotions.

Advising that the partnerships align with the Japanese-owned brand’s global strategy, Beam Suntory Australia and New Zealand Marketing Director, Trent Chapman explained “sport brings people together like nothing else in Australia and we are excited to be partnering with such an array of illustrious men’s and women’s teams in 2022 and beyond.

“Being able to engage local team communities and encourage fandom as a grassroots level is something we’re humbled to be able to do. At Jim Beam we have a long history of supporting sport in Australia and we look forward to this new era of partnerships to take us into the future.”

Among new partners, Richmond Football Club Chief Executive, Brendon Gale noted “we are pleased that Jim Beam has thrown their support behind both our AFL and AFLW teams

“The partnership with a brand like Jim Beam shows their commitment to engaging our fan communities and supporting our community spirit. We look forward to having them as partners for our current and upcoming seasons.”

Image: Parramatta Eels players drink to the new partnership with Jim Beam.

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