Melbourne Storm has charged its glasses to a new partnership with best-selling bourbon brand Jim Beam which will become the NRL club’s Official Spirit Partner.
The two-year partnership will see Jim Beam represented across gamedays, digital content and social activity, with a commitment to promoting the responsible consumption of alcohol.
A key component of the partnership will see Storm and Jim Beam create unique collaborative content, featuring past and present players, which will highlight how a footy club is a place where all are welcome – no matter the code and no matter the team.
General Manager – Commercial, Partnerships and Corporate Sales Daniel Cullinan said Storm was delighted to welcome a well-known international brand to the club’s family of partners.
“The Jim Beam name is well known across the world and we’re very happy they have chosen Storm to be part of a significant sports strategy they have underway,” Cullinan said.
“This partnership will be about engaging our Storm community, fostering inclusivity and supporting our shared values, including the key message on the importance of responsible drinking.
“Our unique joint content with another Jim Beam partner, Richmond Football Club, will begin to be rolled out shortly as we bring this partnership to life through the most exciting part of the NRL season.”
Jim Beam’s Australian sports strategy will also see them partner with various other clubs across major codes.
“Sport brings people together like nothing else in Australia and embodies everything that our global Jim Beam ‘Welcoming Spirit’ platform is about. We are excited to be partnering with Storm in 2022 and beyond,” said Trent Chapman, Marketing Director Beam Suntory Australia and New Zealand.
“Being able to engage local team communities and encourage fandom at 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.”
