Sydney Swans Secure Tooheys as Official Beer Partner Through 2027

The Sydney Swans have announced a two-year partnership with iconic local brewery Tooheys, naming the Lion-owned brand as the Official Beer of the club’s AFL and AFLW programs for the 2026 and 2027 seasons.

Under the agreement, Tooheys Ultra Zero Carb will serve as the primary beverage at Sydney Swans HQ and official club events.

The brewery’s branding is set to feature prominently at the SCG on match days and across the club’s digital assets.

Furthermore, Tooheys will be integrated into the Swans Friendly Venues Program, a network designed to strengthen the bond between the club and the Sydney hospitality sector.

Commenting on the partnership, Sydney Swans CEO, Matthew Pavlich, said: “We’re thrilled to have Tooheys on board as our Official Beer Partner and are really excited by what we can deliver together for our members and fans.”

“Both the Sydney Swans and Tooheys have a deep connection with our community,” Pavlich said.

Noting that the Swans embody the spirit of the city, brand director core beer at Lion, Karen Sterling-Levis, added: “Tooheys is about backing local teams and the communities that rally behind them.”

“With a different venue spotlighted across several games, every Swans fixture is a reason to gather and celebrate,” Sterling-Levis said. 

Sydney Swans Performance-Based Fan Rewards

To launch the partnership, the brewery has introduced a high-engagement “Schooner Giveaway” activation. Should nominated players Nick Blakey, Hayden McLean, or Tom Papley kick two goals in a designated match, fans at participating venues across Sydney will be eligible for a free schooner of Tooheys Ultra. 

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