L-R: AFL executive general manager customer, commercial & technology Bec Haagsma, Vinarchy chief executive officer Danny Celoni and Marvel Stadium general manager Scott Fitzgerald. Image courtesy Vinarchy
The AFL has announced a new partnership with global wine company Vinarchy, appointing its Australian wine brand Grant Burge Wines as the official wine partner of the AFL, AFLW and Marvel Stadium, usurping Pepperjack Wines (owned by Treasury Wine Estates) which has been the AFL’s official wine partner since 2022.
The four-year partnership, which commenced in January 2026, puts the Barossa-born wine at the heart of Australian sporting culture; shared at the footy and at Marvel Stadium’s biggest and most memorable moments, and follows Vinarchy’s instalment as official wine partner of the Australian Open with its brand Jacob’s Creek.
“This partnership marks an exciting moment for Vinarchy,” said Vinarchy’s CEO Danny Celoni. “The AFL and AFLW have a unique connection to Australian culture, and we’re proud to have Grant Burge Wines as the official wine of the game, alongside Vinarchy as the official wine partner of Marvel Stadium.
“We’re excited to connect with consumers in a way that feels relevant and inspiring, pairing moments of passion and performance with the same dedication and quality that define our wines.”
Grant Burge Wines will be poured at all AFL and AFLW-owned events, including the AFL Brownlow Medal and AFLW Awards, as well as across key hospitality and event spaces within Marvel Stadium, starting at the upcoming Ed Sheeran concerts in February.
As a proud South Australian company, Vinarchy and Grant Burge Wines will have a strong presence at Gather Round in South Australia as well as at Marvel Stadium, occupying the Level 2 City Edge Bubbles Bar.
AFL executive general manager customer, commercial & technology, Bec Haagsma, said the partnership is built on shared values.
“The AFL is thrilled to be partnering with Vinarchy to have Grant Burge Wines as the Official Wine of the AFL and AFLW.
“There is a strong alignment between both organisations in creating memorable experiences and both share a passion for bringing people together – we can’t wait to work with the team at Vinarchy across the next four years.”
Marvel Stadium’s general manager Scott Fitzgerald said it was a great opportunity to work collaboratively with Vinarchy to deliver a world class wine and experience at Marvel Stadium in 2026.
“After celebrating what was a very successful 25-year anniversary of Marvel Stadium in 2025, we are ramping up to what is already a calendar full events this year and we are excited to bring the team at Vinarchy and Grant Burge Wines along on the journey with us for what is set to be another memorable year for Marvel Stadium.”
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