Bundaberg Rum, or Bundy as its fans affectionately call it, has extended its long-standing partnership with the NRL for another four years. As the 2025 season begins, this renewed agreement solidifies Bundy’s role as the league’s Exclusive Official Dark Spirit and Alcoholic Ginger Beer Sponsor, extending the collaboration to a total of 12 years.
As part of this extended deal, Bundaberg Rum will retain its position as the naming rights sponsor of NRL Super Saturday and the NRL Captain’s Challenge for both men’s and women’s competitions. Fans can look forward to exciting in-game activations at major events, including Magic Round, the State of Origin series, and the Grand Final.
Hayden Abercrombie, Bundaberg Rum’s Marketing Manager, expressed his excitement about continuing this partnership. He emphasized the strong cultural connection between rugby league and Bundy, describing the collaboration as a “match made in heaven.”
“We’re going to make Super Saturday and Captain’s Challenge even bigger, giving Bundy unrivaled visibility throughout the season,” Abercrombie stated. “This partnership allows us to create unique experiences for fans in pubs, bars, and liquor stores across Australia, offering exclusive prizes and value-added promotions that bring them closer to the game.”
NRL CEO Andrew Abdo praised Bundaberg Rum for its commitment to the sport. “Bundaberg Rum has been a loyal partner of rugby league for many years. We look forward to working together on creating great experiences for our fans.”
The renewed partnership kicks off this weekend with the first Bundaberg Rum Super Saturday of the season. A national media campaign will accompany the launch, featuring Bundy’s ‘Forever Classic’ brand platform. With the iconic Bundy Bear leading the campaign, the brand continues to celebrate mateship and good times, reinforcing its status as a staple of Aussie culture.
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NRL’s Media Release: Bundaberg Rum extends longtime NRL partnership for another four years
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