Jim Beam has extended its partnership with NSW Rugby League (NSWRL) through to the end of 2028, continuing its association with the Westpac NSW Blues and Westpac NSW Blues Women.

The extension follows a historic 2026 State of Origin campaign, with the Westpac NSW Blues becoming only the fourth team in Origin history to win a decider in Brisbane, while the Westpac NSW Blues Women became the first women’s team – and the first NSW team since 2000 – to claim a 3-0 series victory.

Suntory Global Spirits Oceania Senior Marketing Director Johnny Morgan said: “Jim Beam has a long history with rugby league in Australia, and we’re delighted to continue our partnership with NSW Rugby League through 2028. It’s a sport with an incredibly passionate fan base, and we’re looking forward to finding new ways to connect with Blues supporters over the coming seasons.”

“NSWRL’s relationship with Jim Beam commenced over 20 years ago with their sponsorship of the Jim Beam Cup from 2003 to 2008, and we’re delighted to be able to continue that relationship through to 2028,” NSWRL Chief Executive David Trodden said.

“Long standing partnerships are incredibly important to our organisation and Jim Beam has consistently demonstrated a genuine commitment to our game, our teams, and our passionate supporters.

“Following an historic 2026 State of Origin series for both our men’s and women’s teams, we’re excited to build on that momentum and work closely with Jim Beam to create even more memorable experiences for Blues fans in the years ahead.”