One of Queensland’s truly iconic brands will be in the saddle alongside Johnathan Thurston and co during the 2017 National Rugby League season and beyond as the North Queensland Toyota Cowboys today announce a multi-year partnership with Bundaberg Rum.

The partnership will see the Bundaberg Rum logo on the sternum section of Cowboys jerseys from next year.

The new deal – the evolution of a long-standing partnership between the Cowboys and Bundy’s parent company Diageo – was announced in conjunction with the launch of the 2017 Cowboys jersey range, including Home and Away kits, and the new Auckland Nines, Women in League and Indigenous jerseys.

Diageo has gifted the sternum spot on the Indigenous jersey to the Cowboys Community Foundation.

“We’re thrilled to be able to continue this fine, long-standing partnership between these two proud brands,” said Diageo Australia Marketing Director Adam Ballesty.

‘’Diageo has proudly partnered with the Cowboys for many years, and last year upgraded to major sponsor status, with the flagship promotion last year being the production of our special 2015 Premiers commemorative 700ml bottle of Bundaberg UP rum.

“For the 2017 season and beyond, Diageo and the Cowboys have worked to evolve this partnership by incorporating the marquee Bundaberg Rum brand into the association.”

Mr Ballesty said Bundy was returning to its roots with the new Cowboys deal, partnering with the 2015 NRL premiers as a way of connecting with its customer heartland.

Cowboys CEO Greg Tonner noted the partnership also complemented an existing relationship between the famous distiller and the NRL, with Bundaberg Rum the official spirit of the NRL.

“The strength of an organisation can be assessed by the strength of its partnerships. This new extended deal with Bundaberg Rum – from what was already a valuable partnership - speaks volumes about the Cowboys and its valued fans and members,” Mr Tonner said.

“Bundaberg Rum is the exclusive naming rights sponsor of NRL Super Saturday, so to have them come on to our playing kit in 2017 and beyond is something we’re extremely proud of.”

Also accompanying Mr Tonner at the launch were established Cowboys’ first graders Gavin Cooper, Ethan Lowe and Kyle Feldt, while new signing Ben Hampton made his first official appearance for the club.

Hampton, 24, joins the Cowboys on a three-year deal and has already moved to Townsville in preparation for 2017 pre-season training next month.

The 2017 jerseys will be available for pre-order at the Cowboys Team Shop from today, with the range in store from 1 November – visit cowboysteamshop.com.au.

Top: Cowboys CEO Greg Tonner & Diageo Qld State Manager Corsino Solares

Middle: Ethan Lowe (Home jersey), Gavin Cooper (Women in League jersey) & Greg Tonner