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."
