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AFL And Jim Beam Announce Two-Year Partnership Extension

T
he AFL has announced a two-year extension to its partnership with Jim Beam as the Official Dark Spirits Partner of the AFL.

The partnership extension comes in ‘celebration’ of Jim Beam’s 225th anniversary this year, with the AFL finals currently underway in the lead up to the Grand Final at the Gabba in Brisbane.

Beam Suntory Australia and New Zealand marketing director, Trent Chapman, said despite the challenges of COVID-19, Jim Beam is excited to help bring together AFL fans for the remainder of the 2020 finals.

“In what has been a challenging year for all, we are thrilled to announce the continuation of our partnership with the AFL and are looking forward to the upcoming finals period,” Chapman said.

“Watching AFL and enjoying a Jim Beam with friends is a tradition for many, and despite the turmoil this year, we want to support Australians in finding unique ways for this to continue.

“Be it at home, at a pub, or for the lucky ones in Brisbane, at the Gabba, we encourage footy fans to come together in shared passion and community,” he said.

AFL general manager of commercial, Kylie Rogers, said she is thrilled to continue the partnership with Jim Beam.

“The AFL and Jim Beam have a proud tradition of bringing people together and a long-standing history of innovation that ensures both brands continue to be the best they can be for everyone to enjoy,” Rogers said.

“We’re delighted to be extending our partnership with Jim Beam as the Official Dark Spirits Partner of the AFL and look forward to working with them, their 225th birthday, to help Australians see through the remainder of 2020 with positivity and a sense of community,” she said.