We’re joining forces with White Bay Brewery, a local beer maker based at Balmain in Sydney’s Inner West.
The three-year partnership will see White Bay become the Official Beer of the Swans for seasons 2024-2026.
Linking their passionate customers with Sydney’s favourite sporting team is a key part of White Bay’s strategy to embed itself as a leading brewery and brand, and to extend its reach from the Inner West to all of Sydney.
To coincide with announcing the Sydney Swans partnership, White Bay Brewery unveiled a new brand direction anchored to its iconic W logo, together with a red and white Extra Pale Lager beer that will be a permanent fixture in their range.
“We are excited to bring our new brand and Sydney Swans partnership to life” said White Bay Brewery Co-Founder, Adam Trippe-Smith.
“As a small brewery on the Balmain Peninsula, we decided recently it was time to elevate our beers to all of Sydney. As a 21-year Swans member, it was an obvious choice to partner with the Swans to achieve this. I am hoping it might also assist my right foot kick on the run from the 50m line.”
Sydney Swans CEO, Tom Harley, added: “The entire club is excited to welcome White Bay, one of Australia’s leading brewers, to the Swans family. White Bay and the Swans are both aligned in our goals of delivering a great experience to our audience.”
As an extension of the partnership with the Swans, White Bay Brewery has also partnered with Merivale to pour XPL and PILS at the SCG and Allianz Stadium.
