Limited Edition Wine and Super Bowl Promotion
South Australian wine brand Y Series is now the Official Wine Sponsor for the National Football League (NFL) in Australia and New Zealand. Announced on 16th April, this partnership marks the NFL’s inaugural collaboration with a wine partner in the region.
Y Series assumes the role of Official Wine Partner for the 2026 NFL Melbourne Game at the Melbourne Cricket Ground (MCG) this September. Fans will enjoy game-day activations, in-game branding, and Y Series wine available at the MCG and related events.
Beyond the game-day experience, a limited-edition Y Series x NFL wine range will launch nationally. This release includes a chance for fans to win tickets to Super Bowl LXI in Los Angeles, scheduled for February 2027.
Hill-Smith Family Estates crafts the Y Series, offering wines from Pinot Grigio to bold reds. Karl Martin, CEO of Hill-Smith Family Estates, highlighted the partnership’s impact: “This partnership with the NFL puts Y Series right where people want us – in big moments, shared rituals, and time spent together.”
The collaboration places Y Series in vibrant environments, infusing wine into moments of celebration and connection. This initiative also supports the NFL’s strategy to create local connections and meaningful experiences for fans.
NFL’s Australian Debut Game
This partnership aligns with the NFL’s first-ever regular season game in Australia, set for 11th September at the MCG. Charlotte Offord, General Manager of NFL Australia and New Zealand, expressed, “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.”
Y Series will feature prominently in the NFL Melbourne Game’s branding and beverage service on game day. This collaboration represents Y Series’ largest sporting partnership, showcasing its wines in an international sports arena.
The initiative aims to enhance local connections and create memorable experiences for the rapidly growing NFL fan base in the region. The partnership reflects a shared commitment to inclusivity and community, uniting fans across generations and cultures through energetic game-day moments.
Fans can enjoy the limited-edition Y Series x NFL wine range, offering a unique taste of the partnership. Two lucky fans will win a trip to Super Bowl LXI, amplifying the excitement surrounding the collaboration.
