THE MELBOURNE Football Club is pleased to announce that Furphy will continue as its Official Beer Partner for the 2021 season.

Having joined Melbourne in the early stages of the pandemic last year, Furphy has shown great support of the Demons to date, with the re-signing another positive step forward.  

Lion Australia Managing Director James Brindley said Furphy, which has become a fan-favourite in the Victorian beer market, was thrilled to build on the partnership following a successful first year.

“After a challenging 2020 season, Furphy is so excited to be continuing its support of an iconic Victorian club like Melbourne,” he told Melbourne Media.

“As we did last year, we will stand by the Dees and their supporters this season, in what we hope will be a return to more regular programming and more home games in Victoria.

“We cannot wait to see fans enjoying a Furphy and telling a few too.”

As the Demons continue to navigate their way through the financial impact of COVID-19, CEO Gary Pert was equally as pleased to have Furphy on board for a second-straight season.

“With all the challenges 2020 threw at us, it was fantastic to have a partner like Furphy to work with and to adapt our approach throughout the season,” he told Melbourne Media.

“We’re so pleased to welcome them back in 2021 and to continue our alignment with such a dynamic brand.”

The re-commitment, which pays homage to Furphy’s Victorian roots, follows the success of the company’s first ever TV campaign celebrating grassroots footy.