NBA basketball team the Charlotte Hornets has entered into a partnership with drinks giant Diageo.
The financial terms of the deal, which will initially run for the remainder of the 2014-15 NBA season, were not disclosed.
Diageo is also an official partner of the NBA and will promote its Crown Royal Canadian Whisky and Cîroc Ultra-Premium Vodka products in association with the Hornets through a series of activations.
The Crown Royal and Cîroc logos will appear on in-arena signage – both LED ribbon board and courtside – for the Hornets’ remaining home games at Time Warner Cable Arena.
Crown Royal will activate its Hoops for Heroes charity initiative for U.S. Military personnel at Charlotte Hornets home games on April 1 and April 4.