NEW YORK, June 16, 2021 /PRNewswire/ -- The National
Football League (NFL) today welcomed Diageo, a global leader in
beverage alcohol, as its first ever Official Spirits Sponsor. The
multiyear sponsorship is uniquely 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.
For years, Crown Royal Canadian Whisky has had a significant
footprint with the NFL, and this sponsorship takes it to the next
level for Diageo. Featuring some of the biggest spirits brands in
the world in Smirnoff Vodka, Captain Morgan Original Spiced Rum,
and Crown Royal Whisky, this collaboration will include Responsible
Drinking programs, integration into marquee events (such as NFL
Honors) and, starting with the 2022 season, involvement in the NFL
International Series games in London.
"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," said
Ed Pilkington, Chief Marketing &
Innovation Officer, Diageo North America. "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."
"We're thrilled to welcome Diageo, a global leader in the
spirits industry, to the NFL family as our first ever spirits
sponsor," said Renie Anderson, Chief
Revenue Officer and Executive Vice President of NFL Partnerships.
"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.
Currently, Diageo has 12 NFL team and stadium deals, making
today's announcement a natural progression in further unifying the
two organizations.
As part of this new sponsorship, Captain Morgan Original Spiced
Rum will be a presenting sponsor of the NFL's Fan of the Year
contest. Through this League-wide contest, each of the 32 clubs
will select a fan of legal drinking age to be that particular
club's Fan of the Year and receive a once in a lifetime Super Bowl
experience, with the ultimate winner revealed during NFL Honors at
Super Bowl LVI in Los Angeles.
Fans can nominate themselves, or others, at
nfl.com/fanoftheyear.
About Diageo North America
Diageo is a global leader
in beverage alcohol with an outstanding collection of brands
including Johnnie Walker, Crown
Royal, Bulleit and Buchanan's whiskies, Smirnoff, Cîroc and Ketel
One vodkas, Casamigos, DeLeon and Don
Julio tequilas, Captain Morgan, Baileys, Tanqueray and
Guinness.
Diageo is listed on both the New York Stock Exchange (NYSE: DEO)
and the London Stock Exchange (LSE: DGE) and their products are
sold in more than 180 countries around the world.
For more information about Diageo, their people, brands, and
performance, visit www.diageo.com. Visit Diageo's global
responsible drinking resource, www.DRINKiQ.com, for information,
initiatives, and ways to share best practice. Follow at Twitter and
Instagram for news and information about Diageo North America:
@Diageo_NA.
MEDIA CONTACTS:
Kristen
Crofoot
kristen.crofoot@diageo.com
Sam Roth
samantha.roth@nfl.com
Dave Finn
dfinn@taylorstrategy.com
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SOURCE Diageo