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NSWRL announces new partnership with Jim Beam

The NSWRL is pleased to announce the world’s number one bourbon, Jim Beam, will be returning to the NSWRL family after establishing a new partnership that will enable the brand to connect with both the Brydens Lawyers NSW Blues and Harvey Norman NSW Sky Blues.

The agreement will see Jim Beam be involved in match days, digital and social media campaigns, media integration and promotional opportunities, and in-store and online activity to engage with NSW’s passionate base of supporters including Blatchys Blues fans.

The partnership will also allow Jim Beam, who previously sponsored the Jim Beam Cup (now known as the Ron Massey Cup) from 2003-08, run competitions for money-can’t buy prizes including signed jerseys from both the men’s and women’s teams.

“I am really pleased to welcome Jim Beam back into the New South Wales Rugby League family after a previous association with our organisation almost 20 years ago,” NSWRL Chief Commercial Officer Jodie Cross said.

“It is a partnership that will extend across both our men’s and women’s Origin teams, the NSW Blues and Sky Blues, and engage with our passionate Blatchys Blues fans and all of our supporters across the state and elsewhere in Australia.”

Beam Suntory Marketing Director Australia and New Zealand Trent Chapman said: “Jim Beam and the NSWRL together have a long and proud history, extending back to the days of the Jim Beam Cup (2003-2008), and we are thrilled to be back on board in support of this iconic team.

“The NSW Blues and Sky Blues have some of the most passionate and community-minded fans in the country. We couldn’t be happier to announce this partnership and to have the opportunity to engage these fans and foster this team support in the upcoming State of Origin Series and beyond.”

Brydens Lawyers NSW Blues coach Brad Fittler has named his team for the Ampol State of Origin series at Accor Stadium in Sydney on Wednesday 8 June. Harvey Norman NSW Sky Blues coach Kylie Hilder has named a 22-player squad for the Ampol Women’s State of Origin match at GIO Stadium in Canberra on Friday 24 June which she will finalise at a later date.

The Brydens Lawyers NSW Blues will be looking to maintain their recent good form after winning three of the last four Ampol State of Origin series; while the Harvey Norman NSW Sky Blues will be looking to wrestle the Shield back from Queensland after a narrow 8-6 loss last year.

Acknowledgement of Country

New South Wales Rugby League respects and honours the Traditional Custodians of the land and pay our respects to their Elders past, present and future. We acknowledge the stories, traditions and living cultures of Aboriginal and Torres Strait Islander peoples on the lands we meet, gather and play on.

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