Y Series is the first-ever wine partner the NFL has had in Australia. Image supplied
South Australian wine brand Yalumba Y Series has been named the official wine sponsor of the National Football League (NFL) in Australia and New Zealand, becoming the NFL’s first-ever wine partner in Australia.
The multi-year agreement is the biggest sporting partnership the brand has experienced to date and includes Y Series becoming the official wine partner of the 2026 NFL Melbourne Game this September. The winery said there will be experiential activations, in-game branding and game day pours at the Melbourne Cricket Ground (MCG) and associated events.
Beyond the field, a limited-edition Y Series x NFL range will be available nationally later this year, along with a consumer promotion offering two Aussie fans a trip to the Super Bowl LXI in Los Angeles next February.
Created by Hill-Smith Family Estates, Y Series is “known for making great-tasting wine that’s easy to enjoy”.
Karl Martin, CEO of Hill-Smith Family Estates, said the partnership marks a bold, long-term play for the future of wine.
“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,” he said.
Martin emphasised that “tapping into one of the world’s most powerful entertainment platforms” via the collaboration would drive cultural relevance and growth.
The announcement comes as the NFL prepares to host its first-ever regular season game in Australia, with the MCG set to welcome fans on 11 September.
General manager of NFL Australia and New Zealand, Charlotte Offord, 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,” she said.
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