Jim Beam renews Blues partnership following historic Origin campaigns
The world’s number one bourbon, Jim Beam, has extended its partnership with New South Wales Rugby League (NSWRL) until the end of 2028 following historic State of Origin victories this season for the Westpac NSW Blues and Westpac NSW Blues Women.
The iconic brand will maintain a strong presence through promotional activities and fan engagement initiatives, continuing to connect with NSW’s passionate supporters and providing their diverse range of American whiskey products.
Since re-partnering with NSWRL in 2022, Jim Beam has become a valued supporter of the Blues, playing an active role in match day promotions, fan engagement initiatives and campaigns.
The renewed partnership follows a historic 2026 State of Origin campaign for both teams with the Westpac NSW Blues becoming only the fourth team in Origin history to win a decider in Brisbane, while the Westpac NSW Blues Women became the first women’s team – and the first NSW team since 2000 – to claim a 3-0 series victory.
“NSWRL’s relationship with Jim Beam commenced over 20 years ago with their sponsorship of the Jim Beam Cup from 2003 to 2008, and we’re delighted to be able to continue that relationship through to 2028,” NSWRL Chief Executive David Trodden said.
“Long standing partnerships are incredibly important to our organisation and Jim Beam has consistently demonstrated a genuine commitment to our game, our teams and our passionate supporters.
“Following an historic 2026 State of Origin series for both our men's and women's teams, we're excited to build on that momentum and work closely with Jim Beam to create even more memorable experiences for Blues fans in the years ahead.”
Johnny Morgan, Senior Marketing Director, Suntory Global Spirits Oceania, said: “Jim Beam has a long history with Rugby League in Australia, and we’re delighted to continue our partnership with NSW Rugby League through 2028.
“It’s a sport with an incredibly passionate fan base, and we’re looking forward to finding new ways to connect with Blues supporters over the coming seasons.”
