Three rugby players dressed in the NSW Rugby League jerseys stand outside a stadium, holding up cans of Jim Beam RTDs.
Jim Beam has announced a new partnership, including the NSW Men's and Women's Rugby League teams. Pictured L to R: Reagan Campbell-Gillard, Jack Wighton and Ryan Matterson.

Ahead of next Wednesday’s State of Origin Game 1, Jim Beam has announced a new marketing partnership that will encompass activations at games, digital and social campaigns and activity across the on- and off-premise.

The partnership will cover both the NSW Men’s (NSW Blues) and Women’s (NSW Sky Blues) in the State of Origin, as part of Jim Beam’s global brand platform entitled ‘Welcoming Spirit’.

Trent Chapman, Marketing Director of Beam Suntory ANZ, said: “Jim Beam and the NSWRL together have a long and proud history, extending back to the days of the Jim Beam Cup (2003-2008), and we are thrilled to be back on board in support of these iconic teams.

“The NSW Blues and Sky Blues have some of the most passionate and community-minded fans in the country. We couldn’t be happier to announce this partnership and to have the opportunity to engage these fans and foster this team support in the upcoming State of Origin Series and beyond.”

As part of the campaign, Jim Beam will run consumer competitions, featuring prizes such as signed NRL team jerseys, with fans and consumers given the chance to win rare memorabilia.

NSW Rugby League Chief Commerical Officer, Jodie Cross, also commented on the new partnership.

“I am really pleased to welcome Jim Beam back into the New South Wales Rugby League family and reigniting a relationship that started almost 20 years ago,” Cross said.

“We’re excited for the partnership to extend across both our men’s and women’s Origin teams, the NSW Blues and Sky Blues, and for Jim Beam to engage with our passionate Blatchys Blues fans and all of our supporters across the state and elsewhere in Australia.”

In a press statement, Jim Beam stated that the commitment will also extend to a grassroots level, as the brand hopes to “further connect itself with a sporting code entrenched in the cultural fabric of Australia.”

The partnership has initially been agreed for two years, with Jim Beam hoping to establish an on-going, longer-term relationship into the future.

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