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Eels announce partnership with Jim Beam

The Parramatta Eels are pleased to announce their partnership with the world’s number one bourbon, Jim Beam.

The two-year partnership will cover both the men’s and women’s teams showcasing the Jim Beam brand and bringing to life the shared values of community and inclusivity that are at the heart of both the brand and club.

A key component of the partnership will see the creation and distribution of unique collaborative content featuring present and past players highlighting that no matter the code and no matter the team, a footy club is a place where all are welcome. 

Jim Beam will also support the content distribution with activity aimed at engaging Parramatta Eels fans on match day at CommBank Stadium, in-store and across social media channels.

Eels Chief Commercial Officer Andrew Mikhail welcomed the news.

“We are delighted to partner with a brand as globally recognisable as Jim Beam,” Mikhail said.

“We look forward to working together to create unique and engaging content that will further strengthen Jim Beam’s position as the dark spirit of choice amongst Eels supporters,” he said.

Jim Beam said “We know that sport brings people together like nothing else in Australia and at Jim Beam we have a proud history of partnering with sporting teams across the country. We are excited to partner with the Parramatta Eels men’s and women’s teams in 2022 and beyond and add to that legacy.

“The Parramatta Eels have one of the most avid fanbases in the country and we are thrilled to be able to engage with them and continue to encourage that fandom and support the community spirit of the club,” Trent Chapman, Marketing Director Beam Suntory Australia and New Zealand.

With this partnership, Jim Beam and the Eels are committed to promoting the responsible consumption of alcohol.  

Acknowledgement of Country

Parramatta Eels respect and honour the Traditional Custodians of the land and pay our respects to their Elders past, present and future. We acknowledge the stories, traditions and living cultures of Aboriginal and Torres Strait Islander peoples on the lands we meet, gather and play on.

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