South Australian wine brand Y Series has been named the Official Wine Sponsor of the National Football League (NFL) in Australia and New Zealand, marking Y Series largest sporting partnership to date and the NFL’s first-ever wine partner in Australia. The multi-year agreement includes Y Series becoming the Official Wine Partner of the 2026 NFL Melbourne Game this September, bringing Australian wine to the heart of game day through experiential activations, in-game branding and game day pours at the Melbourne Cricket Ground (MCG) and associated events. Extending the excitement beyond the stadium, a limited-edition Y Series x NFL range will be available nationally later this year, along with an exclusive consumer promotion offering two Australian fans the opportunity of a lifetime: a bucket-list trip to Super Bowl LXI in Los Angeles next February.
Crafted by Hill-Smith Family Estates, one of Australia’s most respected family-owned wine producers, Y Series is known for making great-tasting wine that’s easy to enjoy. From its iconic Pinot Grigio to bold reds and refreshing bubbles, the line-up is made to be opened, poured and shared – whether that’s game day at the stadium, a midweek catch-up, a weekend barbecue or watching the game unfold with friends at home. Karl Martin, Chief Executive Officer of Hill-Smith Family Estates, said the partnership with the NFL marks a bold, long-term play for the future of wine, tapping into one of the world’s most powerful entertainment platforms to drive cultural relevance and growth.
“This partnership with the NFL puts Y Series right where people want us – in big moments, shared rituals and time spent together. It’s about bringing wine into high-energy environments and showing up as part of how people celebrate, connect and unwind, on game day and beyond.” Martin commented.
The announcement comes as the NFL prepares to host its first-ever regular season game in Australia, with the Melbourne Cricket Ground set to welcome fans on September 11. Charlotte Offord, General Manager of NFL Australia and New Zealand, said the Y Series partnership supports the league’s focus on creating local connections and meaningful experiences for fans.
“As we continue building towards our first-ever regular season game this September, we’re proud to be joining forces with Y Series to bring great Australian wine to the heart of game day. With a rapidly growing fan base across the region, this partnership helps us create memorable, local experiences that bring fans together, and enhance how people celebrate the NFL in Australia.” Offord commented.
Together, Y Series and the NFL share a commitment to inclusivity, connection and community – uniting fans across generations, backgrounds and cultures through high -energy game-day moments designed to be enjoyed and shared.