National Football League names Diageo its first official spirits sponsor

The National Football League (NFL) has announced brewery giant Diageo as its first ever Official Spirits Sponsor.

Featuring some of the biggest spirits brands in the world such as Smirnoff Vodka, Captain Morgan Original Spiced Rum, and Crown Royal Whisky, the multiyear sponsorship will include brand-specific programming throughout NFL calendar, opportunities for on-site activation and engagement with adult fans, as well as broadcast, digital, and social content from NFL Kickoff through the Super Bowl.

Ed Pilkington, Chief Marketing & Innovation Officer, Diageo North America said:”NFL games have the powerful ability to bring people together, and that very much ties into what our brands at Diageo are all about: bringing people together to celebrate life. This is a perfect match. We are energized about bringing new and exciting programs and experiences to the NFL’s passionate adult fan base, while continuing to use our platform to champion social responsibility in every way.”

In addition, the collaboration will include Responsible Drinking programs, integration into marquee events and involvement in the NFL International Series games in London. Currently, Diageo has 12 NFL team and stadium deals.

Renie Anderson, Chief Revenue Officer and Executive Vice President of NFL Partnerships: “We’re thrilled to welcome Diageo, a global leader in the spirits industry, to the NFL family as our first ever spirits sponsor. We look forward to working with Diageo on innovative programs to elevate their business, as well as furthering the important message around responsible drinking.”

Diageo’s role as the first ever Official Spirits Sponsor of the NFL is just the latest example of the company breaking ground in sports and entertainment. In 2017, Crown Royal became the first spirits brand to advertise during a televised NFL game with its “Water Break” Responsible Drinking campaign encouraging moderation. Back in 2004, Diageo became the first company in the industry to partner with NASCAR after the auto racing company lifted its longstanding ban on distilled spirits sponsors.




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