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Smirnoff proprietor Diageo has partnered with the Nationwide Soccer League (NFL), changing into its first official spirits sponsor.
The sponsorship will embrace brand-specific programming resembling accountable consuming campaigns
The multi-year sponsorship will contain Diageo-based programming all through the NFL calendar, ‘structured with the NFL fan in thoughts’.
Broadcast, digital and social content material shall be launched from the NFL Kickoff recreation by way of to the Tremendous Bowl.
“NFL video games have the highly effective potential to deliver folks collectively, and that very a lot ties into what our manufacturers at Diageo are all about: bringing folks collectively to rejoice life,” stated Ed Pilkington, chief advertising and innovation officer, Diageo North America.
The partnership includes Diageo releasing accountable consuming programmes in affiliation with the NFL, in addition to the model’s integration into awards shows such because the NFL honours, and London-based NFL Worldwide Sequence video games – beginning with the 2022 season.
Pilkington added: “This can be a good match. We’re energised about bringing new and thrilling programmes and experiences to the NFL’s passionate grownup fan base, whereas persevering with to make use of our platform to champion social accountability in each means.”
Captain Morgan Unique Spiced Rum shall be a presenting sponsor for the NFL’s ‘Fan of the Yr’ contest, whereby 32 golf equipment select a fan consultant who will win a lifetime Tremendous Bowl expertise.
Renie Anderson, govt vice chairman of NFL partnerships, stated: “We’re thrilled to welcome Diageo to the NFL household as our first ever spirits sponsor.
“We look ahead to engaged on modern programmes to raise its enterprise, in addition to furthering the vital message round accountable consuming.”
In 2018, Diageo-owned Crown Royal, a blended Canadian whisky, turned the first spirit brand to advertise during a televised NFL game. Its advert marketing campaign, Water Break, inspired maintaining hydrated between alcoholic drinks.