Hahn returns as official beer of the Wallabies after 10-year hiatus

Hahn is back on tap with the Wallabies, returning as official beer partner after a decade away as Rugby Australia looks to bring new and lapsed fans back into the fold.

The Lion-owned beer brand will work with Rugby Australia to create more occasions for fans to connect with the game across stadiums, pubs, rugby clubhouses and lounge rooms.

The partnership begins as the Wallabies prepare to open the 2026 Nations Championship against Ireland at Allianz Stadium on 4 July.

It also comes after the British & Irish Lions Tour helped deliver a major uplift for rugby in Australia last year, with Rugby Australia now looking to convert that momentum into deeper fan engagement.

Under the deal, Hahn products will be part of Wallabies match-day and fan experiences, including Wallaby House activations and changeroom celebrations.

Rugby Australia CEO Phil Waugh said Lion and Hahn had a long history with the code.

“Lion and Hahn have a long and proud history of supporting our great game and we are delighted to welcome them back into the Australian Rugby family as Official Beer Partner of the Wallabies for at least the next two years,” Waugh said.

“Whether in the grandstands, bars or changing rooms after a hard-fought game, Hahn has been part of many of Australian Rugby’s greatest moments and celebrations.

“And as we build towards an iconic year for Australian Rugby in 2027, this partnership will once again place the Wallabies front and centre across pubs, clubs and other venues where our fans come together.”

Lion Australia CEO and managing director Anubha Sahasrabuddhe said the partnership would focus on the social moments around international rugby.

“We couldn’t be prouder to be back in the Wallabies' corner as the inaugural Nations Championship kicks off on home soil,” Sahasrabuddhe said.

“This partnership is all about those moments of mateship between local and visiting fans that is so unique to international rugby.

“We’re looking forward to bringing that spirit to life for every fan, from the stadium, to the pub and the lounge room.”

The deal lands as major beverage brands ramp up their use of Australian sport as a platform for mass attention, fan experience and customer activation.

Coca-Cola has been building a larger play across Australian sport, recently adding Rugby Australia and Men’s Rugby World Cup to a sponsorship portfolio that has stretched across football, rugby league and now rugby union.

The brand has signed on as an official partner of Men’s Rugby World Cup 2027 and a gold sponsor of Rugby Australia, including the Wallabies and Wallaroos.

CommBank has also expanded its football partnership, signing a six-year deal with Football Australia that makes it the major sponsor across all levels of the game, including naming rights for the Socceroos alongside its existing Matildas sponsorship.

In April this year Commonwealth Bank signed on as a founding partner and official bank of the Brisbane 2032 Olympic and Paralympic Games, becoming the first domestic sponsor of the event.