Diageo scores with NFL sponsorship deal

Diageo scores with NFL sponsorship deal

One of the world’s biggest drinks companies has scored a touchdown by signing a multi-year deal with the NFL to become the league’s first spirits sponsor.

While American football and the National Football League has long had relationships with the likes of Bud Light, it was just a few years ago that distillers couldn’t even advertise during games – the first such ad for Diageo’s Crown Royal whisky tied to a responsible drinking message.

Nana-Yaw Asamoah, vice president of business development and sponsorship for the NFL, said: “What they’ve done from a responsibility standpoint to us, really stood head and shoulders above other spirit companies in the marketplace. And that goes for their marketing standards, which hold themselves to a higher standard than the rest of the market.
‘Spirits partner’
“We always take the approach that we don’t have to be first, but we want to make sure to get it right. After looking at other leagues and how they approached the spirits base and how we started in 2017 — in 2019 we allowed our teams to start having relationships with spirits brands, 20 of which have a spirits partner, so we really felt like this was a good time.”
The spirits industry’s advertising spending fell during the height of the Covid pandemic in 2020 but is up 20% in the first quarter of 202, according to Kantar Media.

Financial terms and the length of the deal between Diageo and the NFL have bot been made public but it will include all of Diageo’s spirits portfolio.

In addition to displaying the brands’ logos and TV advertisements to the NFL’s millions of fans, Diageo also has plans to display its partnership with the football league in US off licences and will sponsor the NFL’s annual Fan of the Year contest.

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