Diageo Partners With NFL Becoming First Official Spirits Sponsor

/in /by

Photo Courtesy of Diageo plc

Diageo, one of the world’s leading alcoholic beverage companies, has become the first official spirits sponsor of the NFL. The multi-year sponsorship is structured with the NFL fan in mind and will include 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.

“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,” says Chief Marketing & Innovation Officer, Diageo North America Ed Pilkington. “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.”

Diageo owns some of the most popular liquors and spirits in the world including Johnny Walker, Sminroff Vodka, Captain Morgan, Crown Royal Canadian Whisky, and Guinness. Crown Royal has already had a significant footprint with the NFL and this sponsorship takes it to the next level. This collaboration will include Responsible Drinking programs, integration into marquee events such as NFL Honors, and, involvement in the NFL International Series games in London starting in the 2022 season.

“We’re thrilled to welcome Diageo, a global leader in the spirits industry, to the NFL family as our first ever spirits sponsor,” says Chief Revenue Officer and Executive Vice President of NFL Partnerships Renie Anderson. “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 Official Spirits Sponsor of the NFL is just the latest example of the company continuing to grow in the sports and entertainment world. In 2017, Crown Royal became the first spirits brand to advertise during a televised NFL game with its “Water Break” Responsible Drinking campaign. 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. Diageo currently has 12 NFL team and stadium deals, making this partnership a natural progression in further unifying the two organizations.

Steven Boero
Latest posts by Steven Boero (see all)