The West Coast Eagles have welcomed new partner Jim Beam as the world’s number one bourbon begins an affiliation with the four-time premiers.

With community and inclusivity at the core of Jim Beam’s brand values, the partnership with the Eagles will represent both the men’s and women’s teams.

Jim Beam has established a highly localised activation plan, and will leverage the sponsorships across match days, digital content and social activity, media integration, PR opportunities and in-store and online activity in both on and off premise venues.

“At Jim Beam we have a long history of supporting sport in Australia and we look forward to this new era of partnerships to take us into the future,” said Trent Chapman, Marketing Director Beam Suntory Australia and New Zealand.

The West Coast Eagles General Manager of Commercial Operations Tony Haselhurst says the partnership will bring together two great organisations and will deliver a number of initiatives.

“We’re thrilled to have an iconic brand such as Jim Beam partner with our men’s and women’s team and we look forward to working with them on a range of exciting opportunities in the future.”

With this partnership, Jim Beam and the West Coast Eagles are committed to promoting the responsible consumption of alcohol.