Pepperjack Wines joins AFL partnership lineup

Pepperjack Wines is the latest brand to jump on board the AFL bandwagon this year, following the announcement of AFL partnerships by YoPRO, Continental Tyres and Google.

The winemaker has been named the official wine of the AFL for the 2022 Toyota AFL Premiership season, in a new partnership that will see the AFL created a new content series sponsored by Pepperjack, ‘Friday Knock Offs’.

The content series will be hosted by former AFL player Dylan Buckley, airing at 4:30pm every Friday across the AFL’s channels, debuting on Friday the 22nd of April.

Treasury premium brands director marketing & category, Ben Culligan, says it’s an exciting time for Pepperjack.

“As makers of Australia’s leading Shiraz, Pepperjack is proud to partner with Australia’s national game, as the Official Wine of the AFL. We look forward to sharing our celebrated wines with footy fans across the country during the 2022 Toyota AFL Premiership season and beyond.”

AFL executive general manager, customer & commercial, Kylie Rogers, said the partnership is strengthened by shared brand values.

“The AFL is thrilled to be partnering with Pepperjack as the Official Wine of the AFL. There is a natural alignment, with both the AFL and Pepperjack sharing a passion for bringing people together to celebrate the footy community and the diverse stories from within it,” said Rogers.

Culligan added: ““As champions of the Friday Night Occasion, Pepperjack is perfectly positioned to help drive this opportunity for the category. We see the content series as a perfect accompaniment to this partnership – providing AFL fans and broader consumers with an engaging series celebrating the week that was and the anticipated weekend of footy ahead.”


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