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Jim Beam continues to back the Blues and Sky Blues for 2024 and beyond

The world’s number one bourbon, Jim Beam, will increase their support to the Westpac NSW Blues and Westpac NSW Sky Blues in 2024 by appearing on the lower back of the iconic sky-blue jersey and engaging with NSW fans throughout the State of Origin series.

Jim Beam returned to the NSWRL family in 2022, having previously sponsored the Jim Beam Cup (now known as the Leagues Clubs Australia Ron Massey Cup) from 2003-08.

They have been heavily involved in match day promotions, digital and social media campaigns, media integration and promotional opportunities, as well as in-store and online activities to engage with NSW’s passionate base of supporters.

“The Westpac NSW Blues and the Westpac NSW Sky Blues are one of the most recognised brands in the Australian sporting landscape and we welcome the increased involvement from Jim Beam for the 2024 Origin series,” NSWRL Chief Commercial Officer Jodie Cross said.

“The NSWRL has had a successful association with Jim Beam, and we look forward to working with them again to create activations and campaigns that will engage with our fans.”

Beam Suntory Chief Marketing Officer Australia and New Zealand Trent Chapman said: “Jim Beam and the NSWRL together have a long and proud history, and we couldn’t be happier to strengthen our partnership to support this iconic team for years to come.

“The NSW Blues and Sky Blues have some of the most passionate fans in the country, connecting and uniting communities of Australians for almost over four decades.

“We believe in the strength of long-term partnerships in building our iconic brands and are immensely proud to further build this partnership and connect with fans for the upcoming series and beyond.”

The Westpac NSW Blues will kickstart their Origin campaign at Accor Stadium on 5 June in Sydney, while the Westpac NSW Sky Blues will play their opening game of the series on 16 May in Brisbane.

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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