The world’s top-selling bourbon has signed a three-year deal with the NRL’s Brisbane Broncos to become a platinum sponsor for the men’s and women’s teams.
Jim Beam has extended its investment into rugby league, having already been a major sponsor of the State of Origin series for a number of years.
The brand’s Australian Marketing Manager, Jodie Mackaness, said the Brisbane Broncos team has some of the most passionate fans in Australian sport, with the club connecting and uniting Queenslanders for generations.
“We strongly believe in the value of authentic partnerships built on common values and couldn’t be happier to partner with the Broncos and connect with these fans, and the broader Queensland community for the upcoming season and beyond,” Mackaness said.
Brisbane Broncos CEO, Dave Donaghy, said Jim Beam is an iconic global brand that has had some incredible connections with sport in Australia over the years.
“We’re excited to welcome Jim Beam to our home, Suncorp Stadium, and congratulate them on their innovative investments into our wider Broncos community,” he said.
The Broncos already have a number of beverage and hospitality partners including XXXX, The Star and Australian Venue Co.
Jim Beam’s parent company Suntory has also invested over $400m into a production facility in Swanbank, about 40km south-west of Brisbane.
It will begin producing and distributing more than 40 brands from the Suntory Oceania Partnership.
The 17-hectare site has the capacity to hold over 50,000 pallets of product and has two lines that can fill 180,000 cans per hour.
With a staff of 400 at the facility, it will produce Suntory’s big sellers like -196, Canadian Club and Dry, Jim Beam and Cola, as well as a variety of soft drinks including V Energy.
It is expected to have an official opening day in mid-2025.