Y Series has been named the Official Wine Sponsor of the National Football League (NFL) in Australia and New Zealand, marking the brand’s 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, which will include experiential activations, in-game branding and game day pours at the Melbourne Cricket Ground (MCG) and associated events.

A limited-edition Y Series x NFL range will also 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, Y Series ranges from Pinot Grigio to bold reds and refreshing bubbles.

Hill-Smith Family Estates CEO Karl Martin said: “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.

NFL Australia and New Zealand General Manager Charlotte Offord said: “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.”