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Jim Beam and the Knights head into 2023

The nib Newcastle Knights will head into the 2023 season with the backing of the world’s number one bourbon, Jim Beam.

The Knights partnership is one of six AFL and NRL partnerships for Jim Beam, contributing to their longstanding affiliation with sport in Australia. In addition to the Knights, Jim Beam has partnerships with the NSW Blues and NRL teams the Parramatta Eels and Melbourne Storm, as well as the West Coast Eagles, Port Adelaide, and Richmond Tigers in AFL.

With community and inclusivity at the core of Jim Beam’s brand values, the brand is very proud to be a supporter of both the Knights Men’s NRL and Women’s NRLW teams.

“Being able to support teams, engage local team communities and encourage fandom as a grassroots level is something we’re humbled to be able to do. At Jim Beam we have a long history of supporting sport in Australia,” said Trent Chapman, Marketing Director Beam Suntory Australia and New Zealand.

Newcastle Knights and Wests Group Australia Chief Executive Officer Mr. Philip Gardner says the Jim Beam partnership further compliments the long-existing relationship between the Wests Group Australia and Jim Beam.

“As the largest hospitality operation in Newcastle and the Hunter, the Wests Group has a long association with Jim Beam and we are thrilled with the collaboration with Knights,” Mr. Gardner said.

“It’s always wonderful to be associated with truly global brands, not to mention sitting alongside some of Australia’s greatest clubs across multiple sports.”

The Knights partnerships play a tactical role in the brands sponsorship strategy contributing to a geographical spread across the country, entrenching Jim Beam at a grassroots club level, and facilitating stronger engagement with fans and local communities alike.

Jim Beam has a highly localised activation plan, and will leverage the sponsorships across match days, digital content and social activity, media integration, PR opportunities and in-store and online activity in both on and off-premise venues.

“Sport brings people together like nothing else in Australia and embodies everything that our global Jim Beam ‘Welcoming Spirit’ platform is about. We are excited to connect with Knights fans, engage local team communities and encourage fandom in what is sure to be a great season” said Trent Chapman, Marketing Director Beam Suntory Australia and New Zealand.