Maximum exposure: It's Vinarchy in the AFL

AFL fans better get used to quaffing some new Barossa wine after the league announced a partnership with leading global wine company Vinarchy.

The deal will see prominent Australian wine brand Grant Burge Wines as the Official Wine Partner of the AFL, AFLW and AFL-owned Marvel Stadium in Melbourne.

The four-year partnership, which starts immediately, will see widespread exposure for Barossa-born brand.

Grant Burge Wines will be poured at all AFL and AFLW-owned events, including the AFL Brownlow Medal and AFLW Awards, as well as across key hospitality and event spaces within Marvel Stadium.

AFL executive general manager customer, commercial and technology (what a job title!) Bec Haagsma said the partnership is built on shared values.

“There is a strong alignment between both organisations in creating memorable experiences and both share a passion for bringing people together - we can’t wait to work with the team at Vinarchy across the next four years,” she said.

Established in 2025 following the merger of Accolade Wines and Pernod Ricard Winemakers, Vinarchy combines Vin (the French word for wine), with Archy (from the Ancient Greek word for leadership). Together it means wine leadership.

The AFL’s previous wine deal was with Pepperjack. 
See www.vinarchy.com