Coles Liquor’s beer brand Smithy’s has announced a three-year extension to its partnership with the Victorian Football League (VFL).
The extension will see Smithy’s continue as the VFL’s naming rights partner through to at least the end of the 2026 season. This year marks the third season of the partnership, which was first announced in March of 2022.
“Across the past two seasons Smithy’s and the VFL have created a strong partnership that pairs our much loved and historic competition with a beer for the fans,” said Brylie Dauparas, Smithy’s Senior Marketing Manager.
In addition to both physical and broadcasted brand and logo advertisements, the partnership will also see Smithy’s continue to crown Smithy’s Snag of the Week for each round, celebrating the best VFL moments that occur each week throughout the season.
“We are thrilled to be able to continue our work with the VFL for a further three years and are committed to going bigger and better as we continue to build strong links with local communities throughout Australia.”
The partnership also marks a continuation of Smithy’s long standing dedication to the sport, with the name Smithy’s itself stemming from Thomas Henry Smith, an Irish-Australian who helped draft the original rules of the game back in 1859.
In the past, Smithy’s has gathered accolades such as gold medals at the Melbourne International Beer Competition and silver medals at the Australian International Beer Awards. Its range currently includes cans of Smithy’s Bitter, Smithy’s Draught, and Smithy’s Gold, and bottles of Smithy’s Dry Lager, Smithy’s Mid-Strength, and Smithy’ Premium Lager. All Smithy’s beers are 100% Australian from locally sourced ingredients.
“With a wide range of Australian-made products and named after one of the founding fathers of our game, Smithy’s is the ultimate crowd pleaser,” said AFL Head of State League Competitions, Jennie Loughnan.
“We are delighted to announce our close partnership with Smithy’s has been extended for a further three years.
“This is fantastic news for both the VFL and Smithy’s and allows us to continue our collaboration and further strengthen our relationship.