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." 

Grant Burge Wines kicking goals during Gather Round

Barossa-based Grant Burge Wines takes its Australian Rules football seriously. 

The official wine partner of the AFL and AFLW will be high profile at the South Australian AFL Gather Round this weekend, with activations across Adelaide and the Barossa Valley, including a corporate lunch in the state capital.  

“Gather Round has quickly become one of the most exciting events on the AFL calendar and a fantastic showcase for South Australia," says Sandy Mayo, Chief Marketing Officer for brand owner Vinarchy. 

"As a Barossa Valley producer, it’s a natural fit for Grant Burge Wines to be involved in the celebrations and to welcome visitors to experience the region.”

The Grant Burge's cellar door in the Barossa (above) will be open daily throughout Gather Round from 10:00am to 4:30pm, offering tasting experiences including the Legends of the Vine tasting, which features wines from Grant Burge and fellow Barossa producer St Hugo.

Executive chef Simon Hicks has created an exclusive food pairing for the football festival - a gourmet Meshach pie accompanied by a glass of Grant Burge’s flagship wine, Meshach Shiraz, offering a serious taste of the Barossa. 

Grant Burge Wines will also be present in Lyndoch on Saturday, April 11, and Sunday April 12, when AFL matches are held in the Barossa, giving fans the opportunity to enjoy local wines as part of the match-day atmosphere.

Bookings for cellar door experiences at grantburgewines.com.au

Football under achievers take beer money

No. It's not April 1. I checked.

So it is real news.

Manchester United, struggling to win games and pondering whether to sack their coach, have just unveiled a new sponsorship deal: with a beer brand.

Singapore-born Tiger Beer is the new "official beer partner" of Manchester United "bringing together the iconic Asian brewer and one of the most popular and successful sports teams in the world, to enhance experiences and deepen engagement with United fans globally".

How a sponsorship deal enhances experiences is not really explained. It's just PR blah. Money talks. 

The media release says "the partnership launches at an exciting moment in Tiger Beer's bold brand evolution, heralding a new era for the company and its football-loving consumers. In its initial stage the focus will be on connecting with the large Manchester United supporter base in Asia, where Tiger is the number one premium beer among consumers, providing an unparalleled platform to activate the partnership."

OK. Enough already.

Events planned include "co-branded watch parties, opportunities to win prizes to travel to Manchester to experience a matchday at Old Trafford, as well as bringing a first-of-its-kind street football event to the Asia region".

What of Manchester United, the biggest under-achievers in the Premier League?

Florence Lafaye, the club's commercial director, has plenty of spin to add.

"Tiger Beer's dedication to connecting fans globally aligns perfectly with our goal to bring our fanbase closer to the club than ever before," she said. "Together, leveraging the power and reach of Tiger Beer, we look forward to creating unique and unforgettable experiences for our fans all around the world, especially those in Asia who are such a vital part of the Manchester United community."

# Tiger is the number one international premium beer from Asia and is available in more than 60 markets across the globe. For more info see www.tigerbeer.com

Yering Station links with MIFF

Yarra Valley wine producer Yering Station has long-time links with the arts community.

As well as a long-standing partnership with National Gallery of Victoria and the annual Sculpture Exhibition at the estate each spring, Yering Station has now partnered with the Melbourne International Film Festival as official wine sponsor.

MIFF, which begins on August 8 and continues through August 25, will include over 250 features, shorts and extended reality experiences landing across Melbourne, around Victoria and online Australia-wide.

The program launch was presented by Yering Station with artistic director Al Cossar saying: "This year’s MIFF program features over 250 films, with more than 400 sessions across 18 days, bringing together incredible Australian filmmaking, world cinema, drama, comedy, horror, animation, bold experimentation – things you’ve been waiting months to see, and others you never thought you’d get a chance to.

"The MIFF program this year, like every year, is a multi-faceted festival of cinematic excess, designed to delight, and sure to bring out the best in your imaginations."

International guests attending the festival include British screenwriter and director Luna Carmoon, award-winning Latvian animator Gints Zilbalodis and American filmmaker, poet, and photographer Raven Jackson.

The Yering Station marketing team describes the collaboration as "a beautiful partnership that celebrates the art of cinema and fine wine, proudly upholding our legacy of supporting the arts".

A meeting of minds: Florida and rugby league

It is a most unlikely marketing partnership.

A regional tourism operation in Florida, Visit St Petersburg Clearwater, Pinellas County’s official destination marketing organisation, has inked an 18-month partnership with the Betfred Rugby Super League.

As an advertising sponsor, branded LED banners will be prominently featured across more than 100 matches, which will be televised on BBC and Sky Sports.

You have to wonder if sports fans in Leigh and Wigan know the difference between St Petersburg, Florida, and St Petersburg, Russia. But there you go.

The partnership includes high-profile games throughout the season as well as the playoffs and finals along with marquee matches, such as the England vs. France international match.

The Betfred Rugby Super League games give the beaches of St. Pete-Clearwater global exposure as the games are, allegedly, aired in over 50 countries.

The sponsorship also includes an integrated online and radio campaign, with Visit St. Pete-Clearwater assets prominently displayed in stadiums.

Additionally, there will be specially-designed ads on the radio and online content.

With an estimated viewership of over 40 million (ahem), the partnership promises “extensive visibility” for the Visit St. Pete-Clearwater brand.

The sponsorship will run until December 31, 2025.

Steve Grimes, Chief Marketing Officer of Visit St. Pete-Clearwater, says: “The Rugby Super League’s growing popularity worldwide provides a dynamic platform to reach diverse and passionate sports fans.”

“We are proud to align our brand with one of the fastest-growing sports globally.”

Righto Steve. 

Sponsorships push the boundaries of good sense

Money 1, Good Taste 0 

Sponsorship is a necessary evil in the world of sport, but sometimes companies push just a little too hard.

For instance, the Red Bull-owned Scuderia AlphaTauri Formula One team will be renamed Visa Cash App RB for the 2024 season.

It's hard to imagine even the fiercest of fans cheering on a team with such an absurd name.

And Visa Cash App RB is the third different name for the former Minardi team in the past six seasons, following Toro Rosso and Alpha Tauri.

Visa will apparently be a global partner for both the senior Red Bull Racing team and its little brother.

Visa Cash App RB will reveal its new look for the 2024 season at a launch event in Las Vegas on February 8 featuring drivers Daniel Ricciardo and Yuki Tsunoda with the promise of a “newly designed Visa and Cash App-inspired car livery”.

In another sponsorship-driven move the Sauber racing team will now be known as Stake F1 team: named after the sponsor: a cryptocurrency-based gambling company. Wonder how winemaker/driver Valtteri Bottas feels about that?

Red Bull is also responsible for naming football teams its sponsors like RB Liepzig and RB Salzburg, but naming teams for sponsors is fortunaely banned in many countries.
Some of absurd exceptions to that rule have included the hilarious Insurance Management Bears in the Bahamas, Prima Ham FC in Japan (now thankfully renamed as the slightly less absurd Mito Hollyhock), and Botswana Meat Commission FC in Botswana.

How low can we go? 

Guess what happens when you mix sport, politics and money?

Mix politics, sport and money and the result is unlikely to be a good one.

The International Olympic Committee this week named international beverage giant AB InBev as a worldwide partner until 2028, following news that Asahi had pulled out of its Paris sponsorship deal due to Russia’s presence at the 2024 Games.

Multinational brewer AB InBev, full name Anheuser-Busch InBev SA/NV and the largest brewer in the world, revealed that its alcohol-free Corona Cero will be the official beer of the Olympics through the Olympic and Paralympic Games LA 2028.

The company's brands include Budweiser, Corona and Stella Artois.

The deal means poor sports lovers are going to lumbered with an no-alcohol beer.

The agreement also includes marketing rights for the International Paralympic Committee (IPC) and the Paralympic Games through the IOC-IPC long-term collaboration agreement, website The Drinks Business reported.

Asahi announced last month that it would be pulling its sponsorship of the Paris Games.

Asahi brand Pilsner Urquell, which is also the official partner of the Czech Olympic Committee, withdrew from all communications and sponsorship material related to the 2024 Olympics, reportedly due to the IOC deciding to allow Russian and Belarusian athletes to compete in the event.

Asahi released a statement saying “Pilsner Urquell does not want to support the Olympic Games in Paris under current conditions. It will send money to Czech athletes”.

AB Inbev CEO Michel Doukeris said: “Beer is the beverage of moderation and choice, and so it’s fitting to lead with Corona Cero, for this occasion.”

Moderation and choice? Mr Doukeris is clearly a master of spin and bulldust.

French law prohibits the sale or distribution of alcohol in stadiums, and the organisers of the Paris Olympics have not applied for an exemption. Alcoholic drinks can, however, be served in VIP areas.

How very IOC. One rule for the plebs, one rule for sponsors and high flyers.

# The writer has been known to drink beer and is a former consultant to the IOC   

Aperol to serve up some tennis refreshment

You know summer has arrived in Australia when the tennis season opens.

And you know summer is here when all the bright young things start ordering Aperol spritzes.

The two will come together throughout the tennis season with Aperol announcing it has signed as an official partner of Tennis Australia for 2024 and the next four years.

Starting with the United Cup in late December (it sounds important but it is a glorified exhibition), through to the Brisbane International, Adelaide International, Hobart International, and finally, the Australian Open in January, Aperol has signed on the dotted line.

“We are back!' says Simon Durrant, Managing Director Australia at Campari Group. "Campari is thrilled to announce that Aperol will be bringing a slice of Italian culture to the Australian Open in 2024.

“The Australian Open is the biggest event in the Australian summer calendar, and with Aperol Spritz being the drink of the summer, this is the perfect partnership. Boasting one of the biggest sporting crowds in the nation, we’re excited to spread the Aperol joy across a terrific summer of tennis.”

Aperol will be "activating" at a number of bars on the ground at the Grand Slam of the Asia-Pacific. That means flogging some booze.

“We are excited to welcome the tennis fans at the Australian Open to our bespoke bar, Terrazza Aperol, to experience summer in true Italian style. In what promises to be a lot of fun for tennis fans, Aperol Spritz will also be available throughout the many bars across Melbourne Park,” said Durrant.

Here's a link: https://www.aperol.com/en-au/serve-up-summer/.

Upgrade your wardrobe and help a furry friend

There are few creatures more quintessentially Australian than hairy-nosed wombats.

And there are few more idiosyncratic wine brands than Little Giant - with their distinctive short, stubby bottles.

The wombat is the emblem on every bottle of Little Giant and has become an unofficial marsupial mascot of the brand.

There is also a Little Giant range of beers that adopt a similar, albeit smaller, format of the unique bottle and label.

The people behind Little Giant - at Fourth Wave Wines - are a platinum sponsor of wildlife organisation WIRES and provide ongoing support for the preservation of the cute little critter.

Buy merchandise from Little Giant and they will donate more money direct to WIRES: $5 from vests, $5 from hoodies and $3 from WomButts (underpants).

For over 35 years, WIRES has rescued and cared for sick, injured and orphaned native animals.

“We are proud to give back to the environment and contribute to important work towards protecting Australia's unique wildlife," says Little Giant's Ross Marshall.

"A portion of the proceeds from each purchase of our Little Giant merchandise will directly support WIRES' wildlife conservation efforts.”

Visit https://www.littlegiantaustralia.com.au/shop

Accor and Opera Australia link arias of expertise

Accor, Australia’s largest hotel operator, is broadening its partnerships to link up with Opera Australia.

Accor, which also has stadium sponsorships and links with Hobart's Dark Mofo festival, will become the preferred accommodation partner for Opera Australia throughout its 2023 season.

So unleash all the musical headlines you can think of: high notes, conductors, key moments, right notes, choir authorities, being tuned in. And many more.

“We are delighted to partner with Opera Australia - one of Australia’s most celebrated cultural institutions," says Accor Pacific CEO Sarah Derry.

"We believe that arts are an integral part of our culture, so we’re thrilled to support Opera Australia’s mission to perform some of the greatest music ever written, to as many people as possible.

“Through this partnership, we will provide our guests with unique experiences that showcase the best of Australia’s arts, culture and hospitality."

The partnership will result in a range of special experiences for members of Accor's ALL loyalty group, including backstage tours, VIP tickets, and an even a walk-on role for one of Opera Australia’s upcoming productions.

Opera Australia presents more than 600 performances every year to a combined audience of over half a million people. Some of the highlights of the 2023 season include Madama Butterfly on Sydney Harbour, Miss Saigon, and Wagner’s Ring Cycle in Brisbane.

Accor has 19 international brands across Australia, New Zealand, Fiji and French Polynesia, including Sofitel, MGallery, Art Series, Pullman, Swissôtel, Mövenpick, Grand Mercure, Peppers, The Sebel, Mantra, Handwritten, Novotel, Mercure, BreakFree, ibis, ibis Styles and ibis budget.

See ALL – AccorLive Limitless

Sporting hypocrisy: One rule for the rich and famous

The Australian Open tennis championship has always had a healthy relationship with hypocrisy.

Younger folk may be surprised that this dates all the way back to the days when the tournament was played on grass at Kooyong.

In those days, young ladies in mini skirts would visit the press tent to hand out free samples of the main sponsor's product: cigarettes.

Yes, a tournament promoting healthy activity had Marlboro cigarettes as its major sponsor! And was actively encouraging people to smoke.

More recently they have defied public anger to hold matches in a stadium named after one of Australia's leading bigots.

And, as Malcolm Knox pointed out in The Age: seven tournament sponsors are alcohol sellers: Canadian Club, Treasury Wine Estates, Peroni, Piper-Heidsieck, Grainshaker vodka and Pure Blonde cider.

And now, in a deliberate slap to the face of Australians who have been deprived of family reunions, the right to attend funerals and had lockdowns repeatedly imposed on them, the Australian Open has decided that while Australians should be triple vaxxed mask wearers, different rules apply if you are rich and famous.

And if your attendance will add to box office (ie: money). Don't forget that point.

This comment on my Tweet feed just about summed up the reaction: "Novak rewarded for being a pompous irresponsible anti vaxer …a huge slap to all those Victorians who have endured so much during lockdowns and have still double vaccinated'.

The nitty gritty.

Novak Djokovic, aka the Serbian sook, has refused to make his vaccination status public but in April 2020 the 34-year-old said he was opposed to mandatory jabs.

Now he has been granted an exemption to enter Australia without being vaccinated as he seeks his 10th title at the least of the grand slams.

So if you want to fly in from overseas to watch the tournament you will need to jump through hoops.

If you are the world No.1, then there will be a "medical exception" made for you.

Remember Djokovic organised a Covid super spreader event just 12 months ago.

All forgotten. Because: money.