HomeNewsNewsDrinks - SpiritsBasketballNorth America

Diageo nets multi-year NBA deal

Multinational drinks company Diageo has agreed a deal to become the exclusive spirits partner of North American basketball league the NBA.

Under the multi-year contract, the terms of which were not disclosed, Diageo brands Ciroc and Crown Royal will be integrated into marketing initiatives across the NBA and NBA Development League, while its Baileys drink ties up with the Women’s NBA.

Ciroc and Crown Royal are set to work alongside the NBA to launch a responsible drinking initiative, while Crown Royal will drive its ‘Reign On’ campaign by providing fans with bespoke profiles of NBA players through video content on digital and broadcast channels.

Fans will also be able to watch key moments throughout the season via the ‘Reigning Moments of the Week presented by Crown Royal’ digital series that will air on NBA Game Time on NBA TV and NBA.com. The weekly series will culminate with two ‘Reigning Moments’, while the series is being extended to the NBA D-League.

Ciroc will have a strong presence at NBA All-Star 2014 in New Orleans in February, hosting a branded lounge and serving as the presenting partner of the Club ene-be-a hospitality and entertainment location.

Through the partnership, Diageo, Crown Royal and Ciroc will have a significant presence during NBA national game telecasts on ABC, ESPN and TNT, as well as NBA TV and NBA.com, while being able to use NBA branding in their packaging and advertising campaigns.

Baileys will showcase inspirational stories from around the league on the WNBA website and serve as a gold level partner of the WNBA Inspiring Women Luncheon.

Most recent

Major League Soccer clubs earned more than $80m (€72.5m) combined from their main jersey deals in the 2019 season, according to research by SportBusiness Sponsorship.

MLS has become an increasingly attractive platform for brands, enabling it to increase the value of its sponsorships year on year.  

Brighton and Hove Albion’s main shirt and stadium naming rights deal with payment services brand American Express is a club record.

1XBet spent big to oust BetVictor as Liverpool's exclusive betting partner, and MG Motor upgraded its China deal to global