Richmond is pleased to announce Jim Beam as the Club’s new Official Spirit Partner.
The two-year partnership will see Jim Beam represented across match days, digital content and social activity, in-store, online, and on-premise venues.
Jim Beam, the world’s number one bourbon, will support Richmond’s AFL and AFL Women’s teams as part of the partnership. Their Australian sports strategy will also see them partner with various other clubs across major codes.
Richmond CEO Brendon Gale said it was exciting to welcome a well-known international brand to the Richmond Football Club.
“We are pleased that Jim Beam has thrown their support behind both our AFL and AFLW teams,” said Gale.
“The partnership with a brand like Jim Beam shows their commitment to engaging our fan communities and supporting our community spirit. We look forward to having them as partners for our current and upcoming seasons.”
Marketing Director, Beam Suntory Australia and New Zealand Trent Chapman added that he is proud to see Jim Beam continue its strong legacy in supporting sport in Australia.
“At Jim Beam we have a long history of supporting sport in Australia and we look forward to this new era of partnerships to take us into the future. The Richmond Football Club is one of the pre-eminent clubs in Australia and we are excited to be partnering with such an illustrious club across their AFL and AFLW teams.
“Being able to engage local team communities and encourage fandom at a grassroots level is something we’re humbled to be able to do. The partnership with the Tigers will bring together two partners with shared values of community and togetherness, with a strong alignment on the welcoming spirit that the club brings to its fans. “
Throughout the partnership, Jim Beam will continue its ongoing commitment to promoting the responsible consumption of alcohol, leveraging the Club and players to deliver this message.
