Furphy: the official beer of the Sydney Swans

April 8, 2021
By Ioni Doherty

Furphy, the beer that celebrates the art of great Australian storytelling, is the official beer of the Sydney Swans in 2021.

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.

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.

In a significant and memorable move from Lion, Furphy will dedicate a portion of its sponsorhip assets, including 50 per cent 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.”

Sydney Swans CEO Tom Harley is 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. 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 added: “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.”

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