Sunshine state legend Bundaberg Rum has announced the continuation of its partnership with the NRL, pairing two Aussie icons to enhance ‘game day’ for fans and venues.
The acclaimed rum, popularly known as Bundy, has been a sponsor of the national football code for the past eight years, and kicking off last weekend as the 2025 season gets underway, the partnership has been confirmed for another four years.
Footy fans will see more in-game activations, including marquee events such as the Magic Round, State of Origin and the Grand Final.
The partnership also gives Bundy a lot of collateral in pubs and licensed venues, offering consumers chances to get even closer to the game through access to value-adds and prizes.
“This partnership means we can continue to enhance the match day experience in a way that only Bundy can, and I can’t wait!” declares Bundy marketing manager Hayden Abercrombie.
“We’re going to make our two brilliant naming rights properties – Super Saturday and Captain’s Challenge – even bigger, which is going to give us unrivalled visibility with punters throughout the season.”
The season opening weekend produced the first Bundaberg Rum Super Saturday. Bundy will continue as the NRL’s exclusive official dark spirit and alcoholic ginger beer, as well as retaining naming rights, which also includes the NRL Captain’s Challenge across both the men’s and women’s competitions.
Bundaberg Rum, a smooth golden liquor made from the finest sugar cane in tropical Queensland, has been produced in its eponymous home town for more than 130 years. Evolving to cater to visitors and tourists, the distillery, four hours north of Brisbane airport, offers guests unique experiences.
Diageo, parent company to the brand, will support the partnership with marketing based in its ‘Forever Classic’ platform, launched in 2024, which features the cheeky and iconic Bundy Bear and is about making good times with mates timeless.
“Rugby league and Bundy are both at the heart of so much of Aussie culture, you bring these two together, and it’s a match made in heaven,” says Abercrombie.
