Jim Beam will continue to step into the State of Origin arena after it extended its partnership with NSW Rugby League through to the end of 2028. The extension includes both the men’s and women’s NSW Blues teams.
It follows a very successful 2026 State of Origin campaign for the state. The men became only the fourth team in Origin history to win a decider in Brisbane, whilst the women became the first women’s team – and the first NSW team since 2000 – to claim a 3-0 series victory.
“Jim Beam has a long history with rugby league in Australia, and we’re delighted to continue our partnership with NSW Rugby League through 2028. It’s a sport with an incredibly passionate fan base, and we’re looking forward to finding new ways to connect with Blues supporters over the coming seasons,” said Johnny Morgan, senior marketing director, Suntory Global Spirits Oceania.
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“NSWRL’s relationship with Jim Beam commenced over 20 years ago with their sponsorship of the Jim Beam Cup from 2003 to 2008, and we’re delighted to be able to continue that relationship through to 2028,” commented NSWRL chief executive David Trodden.
“Long standing partnerships are incredibly important to our organisation and Jim Beam has consistently demonstrated a genuine commitment to our game, our teams, and our passionate supporters.
“Following an historic 2026 State of Origin series for both our men’s and women’s teams, we’re excited to build on that momentum and work closely with Jim Beam to create even more memorable experiences for Blues fans in the years ahead.”
Welcome back to B&T’s Spotlight on Sponsors series, where we break down all the major sponsorship news from inside the sporting world.
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Jim Beam’s association with NSWRL dates back more than two decades, including its sponsorship of the Jim Beam Cup from 2003 to 2008. Since re-partnering with NSWRL in 2022, Jim Beam has become a valued supporter of the Blues, playing an active role in match day promotions, fan engagement initiatives and campaigns.
Jim Beam are deeply entrenched in the NRL, sponsoring the Newcastle Knights, Penrith Panthers, Melbourne Storm, Brisbane Broncos and the Parramatta Eels. It also has a deal with rugby league podcast Bloke In A Bar, hosted by ex-Brisbane Broncos winger Denan Kemp.
This was the only news to grace the footy field this week. Ingenia Holiday Parks has stepped up as the South Sydney Rabbitohs’ official sternum partner in a three-year extension, whilst becoming a major partner of the club’s pathways program to support emerging talent.
Deepening a partnership that began in 2020 and will span nearly a decade, the agreement unlocks new opportunities to bring the Rabbitohs community together on and off the field. Members and fans can look forward to an expanded calendar of initiatives, headlined by a dedicated presenting-partner home fixture each season with exclusive half-time activations.
In other egg-shaped ball sport news, the Western Bulldogs has retained Greenworks Australia as a platinum partner of the AFL club for the next three years.
Battery-powered outdoor equipment manufacturer, Greenworks Australia first came on board ahead of the 2026 AFL season and has since embraced the club’s passionate member and fan base.
