South Australia’s Y Series has been named the Official Wine Sponsor of the National Football League (NFL) in Australia and New Zealand, marking the brand’s largest sporting partnership to date and the NFL’s first-ever wine partnership in Australia.
The multi-year agreement will see Y Series become the Official Wine Partner of the 2026 NFL Melbourne Game, bringing Australian wine into the game-day experience through activations, in-game branding and pours at the Melbourne Cricket Ground and associated events.
Hill-Smith Family Estates CEO Karl Martin said: “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 partnership extends beyond the stadium, with a limited-edition Y Series x NFL range set to launch nationally later this year, alongside a consumer promotion offering two Australian fans a trip to Super Bowl LXI in Los Angeles.
Ty Menzies, Executive Director Sales ANZ, Samuel Smith & Sons added: “The NFL brings scale, energy and access to a very different audience, and Y Series is well suited to show up in those moments.
“Our priority is working closely with customers to turn that attention into something tangible – stronger visibility, more impactful activation and genuine incremental sales across Australia and New Zealand. Aligning wine with the NFL challenges some long‑held conventions in how wine is marketed and consumed, and creates a meaningful opportunity to place the brand inside a global entertainment environment and deliver real commercial outcomes.”
The announcement comes as the NFL prepares to stage its first regular season game in Australia, with the MCG to host the September fixture as part of the league’s international expansion strategy.
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.
“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.”
Crafted by Hill-Smith Family Estates, Y Series is positioned as an accessible, everyday wine range spanning varietals from Pinot Grigio through to reds and sparkling styles, designed for a broad range of social occasions.
Jack Glover, Executive Director Marketing & Sales, Hill‑Smith Family Estates said: “For Y Series, this partnership is about broadening how and where wine fits into modern life.
“The NFL gives us a global platform to connect with a wider audience in social, celebratory settings and invite new consumers into the category in a way that feels relevant and accessible – from enjoying our limited-edition Y Series x NFL wine range that will be available nationally later this year, through to an exclusive chance to win once-in-a-lifetime trip to the 2027 Super Bowl.
“By placing the Y Series brand inside a major entertainment environment, we’re creating new occasions and helping more people see wine as part of how they come together – from kick off through to post game.”
The deal underscores a broader push by wine brands to tap into major global sports platforms as a way to drive cultural relevance and engage new consumers, particularly in more casual, social drinking occasions.
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