Y SERIES AND THE NFL KICK OFF A FIRST-OF-ITS-KIND PARTNERSHIP IN AUSTRALIA
Dialogue
- Y Series becomes NFL's first-ever wine partner in Australia and New Zealand, signing a multi-year sponsorship deal
- Partnership includes Official Wine Partner status for the 2026 NFL Melbourne Game at the MCG in September
- Limited-edition Y Series x NFL wine range to launch nationally, with promotional opportunity for fans to win Super Bowl LXI tickets
- Y Series will feature in game-day activations, branding and beverage service at the MCG and related events
- The partnership aligns with NFL's first regular season game in Australia, scheduled for 11 September at the MCG
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.”
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.”
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.
NOTES TO EDITORS
- Y Series is a South Australian wine brand crafted by Hill-Smith Family Estates
- Y Series has signed a multi‑year partnership with the NFL, becoming the Official Wine Sponsor in Australia and New Zealand, and Official Wine Partner of the NFL’s Melbourne game this September
- The partnership includes exclusive collaboration labels, experiential activations, in-game branding and matchday pours at the Melbourne Cricket Ground (MCG) and associated events
- A national consumer promotion to send two fans to the 2027 Super Bowl will launch later this year
- Interviews available on request
- High ‑resolution images available here.
About us:
About Y Series
Launched in 2002 by the Hill-Smith Family, Y Series was created to bring great wine minus the fuss - just easy-going, flavour-packed varietals, for any occasion. Since then, it’s been the brand’s mission to keep wine approachable, expressive, and never too serious. From the iconic Y Series Pinot Grigio to bold, juicy reds and refreshing bubbles, Y Series proves that great wine doesn’t need to be complicated. Crafted by one of Australia’s most respected family-owned producers, the Y Series wine range champions accessibility and consistency - making it a go-to choice for anyone seeking approachable wine Australia can rely on Y Series.
About the NFL in Australia & New Zealand
With more than 8.8 million passionate fans throughout the region, the NFL has a growing presence in Australia and is committed to investing in the development of the game year-round across the entire Asia-Pacific. The NFL opened its Australia office in 2022; officially launched a national Flag Football program in 2023; opened the NFL APAC Academy in 2024; and has established a strong annual calendar of fan events across the country, culminating in the announcement of the first-ever regular season NFL game being played in Melbourne on 11 Sept, 2026.
Contact details:
For more information on the Y Series x NFL partnership, please contact Dialogue:
Taylor Donnelly | [email protected] | 0400 402 154
