Key Facts:
Y Series becomes NFL’s first-ever wine partner in Australia and New Zealand, signing a multi-year sponsorship deal
Partnership includes Official Wine Partner status for the 2026 NFL Melbourne Game at the MCG in September
Limited-edition Y Series x NFL wine range to launch nationally, with promotional opportunity for fans to win Super Bowl LXI tickets
Y Series will feature in game-day activations, branding and beverage service at the MCG and related events
The partnership aligns with NFL’s first regular season game in Australia, scheduled for 11 September at the MCG
South Australian wine brand Y Series has been named the Official Wine Sponsor of the National Football League (NFL) in Australia and New Zealand, marking Y Series largest sporting partnership to date and the NFL’s first-ever wine partner in Australia.
The multi-year agreement includes Y Series becoming the Official Wine Partner of the 2026 NFL Melbourne Game this September, bringing Australian wine to the heart of game day through experiential activations, in-game branding and game day pours at the Melbourne Cricket Ground (MCG) and associated events.
Extending the excitement beyond the stadium, a limited-edition Y Series x NFL range will be available nationally later this year, along with an exclusive consumer promotion offering two Australian fans the opportunity of a lifetime: a bucket-list trip to Super Bowl LXI in Los Angeles next February.
Crafted by Hill-Smith Family Estates, one of Australia’s most respected family-owned wine producers, Y Series is known for making great-tasting wine that’s easy to enjoy. From its iconic Pinot Grigio to bold reds and refreshing bubbles, the line-up is made to be opened, poured and shared – whether that’s game day at the stadium, a midweek catch-up, a weekend barbecue or watching the game unfold with friends at home.
Karl Martin, Chief Executive Officer of Hill-Smith Family Estates, said the partnership with the NFL marks a bold, long-term play for the future of wine, 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.”
The announcement comes as the NFL prepares to host its first-ever regular season game in Australia, with the Melbourne Cricket Ground set to welcome fans on September 11.
Charlotte Offord, General Manager of NFL Australia and New Zealand, said the Y Series partnership supports the league’s focus on creating local connections and meaningful experiences for fans.
“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. With a rapidly growing fan base across the region, this partnership helps us create memorable, local experiences that bring fans together, and enhance how people celebrate the NFL in Australia.”
Together, Y Series and the NFL share a commitment to inclusivity, connection and community – uniting fans across generations, backgrounds and cultures through high -energy game-day moments designed to be enjoyed and shared.
NOTES TO EDITORS
Y Series is a South Australian wine brand crafted by Hill-Smith Family Estates
Y Series has signed a multi‑year partnership with the NFL, becoming the Official Wine Sponsor in Australia and New Zealand, and Official Wine Partner of the NFL’s Melbourne game this September
The partnership includes exclusive collaboration labels, experiential activations, in-game branding and matchday pours at the Melbourne Cricket Ground (MCG) and associated events
A national consumer promotion to send two fans to the 2027 Super Bowl will launch later this year
Interviews available on request
High ‑resolution images available here.
About us:
About Y Series
Launched in 2002 by the Hill-Smith Family, Y Series was created to bring great wine minus the fuss – just easy-going, flavour-packed varietals, for any occasion. Since then, it’s been the brand’s mission to keep wine approachable, expressive, and never too serious. From the iconic Y Series Pinot Grigio to bold, juicy reds and refreshing bubbles, Y Series proves that great wine doesn’t need to be complicated. Crafted by one of Australia’s most respected family-owned producers, the Y Series wine range champions accessibility and consistency – making it a go-to choice for anyone seeking approachable wine Australia can rely on Y Series.
About the NFL in Australia & New Zealand
With more than 8.8 million passionate fans throughout the region, the NFL has a growing presence in Australia and is committed to investing in the development of the game year-round across the entire Asia-Pacific. The NFL opened its Australia office in 2022; officially launched a national Flag Football program in 2023; opened the NFL APAC Academy in 2024; and has established a strong annual calendar of fan events across the country, culminating in the announcement of the first-ever regular season NFL game being played in Melbourne on 11 Sept, 2026.
Contact details:
For more information on the Y Series x NFL partnership, please contact Dialogue:
Taylor Donnelly | [email protected] | 0400 402 154
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