Furphy has expanded on its impressive line-up of AFL Club partnerships – which includes the reigning premiers, the Richmond Tigers, as well as Melbourne Football Club and the St Kilda Saints – by becoming the official beer of the Sydney Swans in 2021.
Lion noted: “Furphy celebrates the art of great Australian storytelling. Every weekend from March to September in the pubs of Paddington and Sydney’s east you can hear Swans fans exchanging stories of success and hardship. And like all great furphies these stories are enriched in their retelling. Was it Plugger from 35 metres or 65 metres for his 1300th goal? Or did Leo Barry sail over four or 10 West Coast players to take ‘that mark’ and win the Swans their first AFL Premiership in 72 years?
“Great moments on the field and great characters off the field live on in club folklore, like the seven-point goal brought to life in Furphy’s first television commercial. In 2021 Furphy will work with the Swans to find and share more great club stories.”
Furphy will also dedicate a portion of its assets, including 50% of branding on the Swans’ match ball to DrinkWise, encouraging fans to enjoy a Furphy responsibly while supporting their team.
Lion Managing Director James Brindley said Furphy was thrilled to join forces with the Swans.
“We are incredibly excited to announce this new partnership, and to see DrinkWise take pride of place on the Swans’ match ball for the 2021 season,” he noted.
Sydney Swans CEO Tom Harley added that he was thrilled to welcome Furphy to the club.
“We are excited to become part of the Furphy family and look forward to a long and successful partnership,” he said. “What better way to celebrate a club with plenty of stories to tell, than by partnering with a brand that celebrates rich storytelling.”
Simon Strahan, DrinkWise CEO said: “It is great that both Furphy and the Sydney Swans have decided to display DrinkWise on the match ball, recognising the importance of encouraging those having a drink to do so in moderation. It forms a timely reminder for those at the game or watching the broadcast to drink responsibly.”