NRL, Bundaberg Extend Partnership For Four Years

Bundaberg Rum and the NRL have announced the extension of their long-standing partnership for another four years.

Having been a sponsor of rugby league for the past eight years, Bundy will continue as the NRL’s exclusive official dark spirit and alcoholic ginger beer, extending the partnership to 12 years.

As part of the agreement, Bundaberg Rum will remain the naming rights sponsor for NRL Super Saturday and the NRL Captain’s Challenge, reinforcing its presence across both the men’s and women’s competitions.

Commenting on the partnership, Bundaberg Rum Marketing Manager, Hayden Abercrombie, said: “I’m thrilled to confirm the extension of our partnership with the NRL.”

“Rugby league and Bundy are both at the heart of so much of Aussie culture, you bring these two together, and it’s a match made in heaven.

“The NRL is an incredible partner that connects so strongly with Bundy’s heartland and our core values align seamlessly, at the heart of both we strive to build community and celebrate mateship.

“We’re going to make our two brilliant naming rights properties – Super Saturday and Captain’s Challenge – even bigger which is going to give us unrivalled visibility with punters throughout the season.

“The partnership also gives us an invaluable asset to leverage in pubs, bars and off-premise liquor store retailers across the country, offering consumers the chance to access some incredible value adds and prizes that will get them even closer to the game. This partnership means we can continue to enhance the match day experience in a way that only Bundy can,” he said.

NRL CEO, Andrew Abdo, added: “Bundaberg Rum has been a loyal partner of rugby league for many years. We look forward to working together on creating great experiences for our fans.”

Rugby league fans can also look forward to more exciting in-game activations throughout the season, particularly at marquee events such as Magic Round, State of Origin and the NRL Grand Final.

The partnership officially kicked off last weekend alongside the first Bundaberg Rum Super Saturday of the season and will be supported by a national media campaign featuring Bundy’s ‘Forever Classic’ brand platform, which was launched last year.

The campaign will bring back the iconic Bundy Bear, showcasing the spirit of making good times with mates timeless through classic stitch-ups, memorable moments, and the enjoyment of Bundy’s signature products.

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