Alcoholic drinks brand, Jim Beam, has extended its longstanding affiliation with sport through a new grassroots approach by announcing partnerships with six Australian Football League (AFL) and National Rugby League (NRL) clubs.

In addition to their recent partnership with the Blues, the brand has partnered with NRL teams, the Newcastle Knights, Parramatta Eels and Melbourne Storm, and AFL clubs, the West Coast Eagles, Richmond Tigers and Port Adelaide.

The partnership has seen Jim Beam open a geographical spread across the country, where they can facilitate stronger engagement with fans and communities.

Additionally, Jim Beam have established a localised activation plan, which will leverage sponsorships across games days, digital content and social activity, media integration, PR opportunities and in-store and online activity in both on and off premise venues.

Commenting on the partnerships, Beam Suntory Australia and New Zealand marketing director, Trent Chapman, said: “Sport brings people together like nothing else in Australia and are excited to be partnering with such an array of illustrious men’s and women’s teams in 2022 and beyond.”

“Being able to engage local team communities and encourage fandom as a grassroots level is something we’re humbled to be able to do.

“At Jim Beam we have a long history of supporting sport in Australia and we look forward to this new era of partnerships to take us into the future,” he said.

Richmond Tigers CEO, Brendon Gale, added: “We are pleased that Jim Beam has thrown their support behind both our AFL and AFLW teams.”

“The partnership with a brand like Jim Beam shows their commitment to engaging our fan communities and supporting our community spirit.

“We look forward to having them as partners for our current and upcoming seasons,” he said.

The announcement comes after Jim Beam extended their partnership with the AFL in October 2020, where the brand would continue as the league’s official dark spirits partner.