Y Series Named Official Wine Partner for NFL Melbourne Game

South Australian wine brand Y Series has been confirmed as the Official Wine Sponsor of the National Football League (NFL) in Australia and New Zealand.

The multi-year agreement marks the first time the NFL has partnered with a wine brand in the Australian market and stands as the largest sporting partnership in Y Series’ history.

The partnership arrives as the NFL prepares for its landmark first-ever regular season game in Australia, which will see the Los Angeles Rams face off against the San Francisco 49ers at the Melbourne Cricket Ground (MCG) on Friday, 11 September 2026.

Stating that the partnership is a strategic move to integrate wine into major cultural moments, CEO of Hill-Smith Family Estates, Karl Martin, said: “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,” Martin said. 

Highlighting the importance of local partnerships as the league expands its international footprint, general manager of NFL Australia and New Zealand, Charlotte Offord, noted: “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,” Offord said. 

As the Official Wine Partner of the Melbourne Game, Y Series will lead experiential activations and in-game branding, with its range of wines served at the MCG and throughout associated events.

To mark the collaboration, Hill-Smith Family Estates, the family-owned producer behind Y Series, will launch a limited-edition Y Series x NFL range nationally later this year. The brand is also offering a marquee consumer promotion, giving two Australian fans a trip to Super Bowl LXI in Los Angeles in February 2027.

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