Y Series Launches Limited-Edition NFL Collection to Capitalise on Historic Melbourne Regular-Season Game

Hill-Smith Family Estates wine brand Y Series, serving as the Official Wine Sponsor of the NFL in Australia and New Zealand, has unveiled a limited-edition Y Series x NFL collection to coincide with the league’s first-ever regular-season game in Australia.

Scheduled for 11 September 2026 at the Melbourne Cricket Ground, the fixture features the Los Angeles Rams and San Francisco 49ers, prompting a massive commercial alignment across national retail channels.

The bespoke range features NFL-inspired packaging across seven popular varietals, including Prosecco, Pinot Grigio, Lighter Pinot Grigio, Sauvignon Blanc, Riesling, Pinot Noir, and Shiraz. Priced at a recommended retail price of $15, the collection will be available nationally from September through major stockists including Dan Murphy’s, BWS, Liquorland, and independent retailers.

The partnership leverages Y Series’ brand philosophy of bringing people together, positioning the portfolio to capture heightened consumer spending during a major cultural and sporting moment.

Emphasising the opportunity presented by the landmark event, CEO of Hill-Smith Family Estates, Karl Martin, said: “The NFL Melbourne Game coming to Australia is a huge moment for sports fans, and we’re proud that Y Series will be part of how people celebrate it.”

“Whether it’s gathering friends for a watch party, heading to Melbourne for the game or simply enjoying the atmosphere surrounding the event, this partnership is about creating memorable moments and giving fans another way to connect with the excitement.

“That’s exactly the sort of occasion Y Series was made for,” Martin said. 

Commenting on the value of local brand collaborations in expanding audience engagement, NFL GM – Australia and New Zealand, Charlotte Offord, added: “The NFL’s presence in Australia continues to grow, and partnerships like Y Series play an important role in helping us create meaningful local experiences for our fans.”

“Together, we’re giving Australians more ways to connect with the game and be part of the excitement surrounding the NFL Melbourne Game and beyond,” Offord noted.

Through targeted retail placement, experiential festival presence, and high-value promotional incentives, Y Series has positioned itself at the commercial heart of Australian sport’s most anticipated international fixture.

Beyond retail distribution, the brand is scaling its experiential marketing through activation at the three-day NFL Kickoff Festival at Melbourne Park from 10 to 12 September, offering fans limited-edition cans, interactive photo experiences, and promotional games.

Furthermore, a major consumer sweepstakes running from 1 August through 31 December 2026 offers shoppers purchasing Y Series wines through Dan Murphy’s or BWS the chance to win a trip for two to Super Bowl LXI in Los Angeles, supported by one hundred instant-win NFL Shop Australia vouchers.

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