Y Series links with American sports powerhouse

It seems like an unlikely collaboration: the behemoths of the National Football League in the US and leading Australian wine producers the Hill-Smith family.

Unlikely, but still a thing.

South Australian brand Y Series (Hill-Smith Family Estates) was today named as Official Wine of the NFL in Australia and New Zealand, marking the NFL’s first-ever wine partnership in Australia and Y Series’ largest sporting deal to date.

The multi-year agreement includes Y Series as Official Wine Partner of the 2026 NFL game in Melbourne on September 11 this year, including game day activations, in-game branding and game day pours at the Melbourne Cricket Ground.

A limited-edition Y Series x NFL wine range will be available nationally later this year, along with a consumer promotion offering two Australian fans the opportunity to attend Super Bowl LXI in Los Angeles next February.

Y Series, for those not familiar, is a range of wines in the $15-16 price range that offer excellent value for money.

Karl Martin, Chief Executive Officer of Hill-Smith Family Estates, said the partnership with the NFL marks a long-term play for the future of the brand, "tapping into one of the world’s most powerful entertainment platforms to drive cultural relevance and growth".

“This partnership with the NFL puts Y Series right where people want us - in big moments, shared rituals and time spent together. It’s about bringing wine into high-energy environments and showing up as part of how people celebrate, connect and unwind, on game day and beyond.”

Charlotte Offord, general manager of NFL Australia and New Zealand. said: “As we continue building towards our first-ever regular season game this September, we’re proud to be joining forces with Y Series to bring great Australian wine to the heart of game day." 

Sporting life: NFL heading for Paris, and Melbourne

Calling all sports fans. 

The spectacle that is the National Football League is heading for Melbourne, and Paris, 

The San Francisco 49ers and Los Angeles Rams will play the first game in Australia, the NFL confirmed this week. 

The NFC West rivals will play next season at Melbourne Cricket Ground. 

The date, kick-off time and ticket information will be released at a later date but if you get an inkling then it might pay to book flights and hotel rooms as early as possible. 

The news followed announcement that the New Orleans Saints will be one of the teams playing in the first game in France next season. 

The Melbourne and Paris games will be part of an NFL-record nine international games in 2026. 

The NFL also will have three games in London - a regular venue in recent years - and one each in Madrid, Spain; Munich, Germany; Mexico City, Mexico; and Rio de Janeiro, Brazil.

“This is a terrific opportunity to continue to support the league in its mission to grow the game of football,” 49ers CEO Al Guido told the New York Times. 

“We look forward to working with the NFL to benefit local Australian communities through sport."

The Rams are equally enthused.  

“Since we first secured marketing rights to the country in 2021 and more recently since the announcement of this game last year, we have seen tremendous excitement for our team from fans both in Australia and also across the world,” Rams president Kevin Demoff said. 

“We look forward to spending this offseason continuing to deepen our connection with the Melbourne community leading up to the game this fall.”

The Paris game will be played at the Stade de France in Saint-Denis. north of Paris, the home of France’s soccer and rugby union national teams.

Image: Los Angeles Rams