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MLS signs multi-faceted partnership with Captain Morgan

Major League Soccer has announced that Captain Morgan will become the league’s official spiced rum and exclusive spirits partner through 2022.

As part of the deal, the Diageo-owned Captain Morgan will become an official sponsor of the MLS All-Star Game, the Campeones Cup, and the MLS Cup final.

The rum brand is also partnering with five MLS teams: Chicago Fire, DC United, New York City FC, Philadelphia Union and Seattle Sounders.

Fans will be able to purchase custom labeled bottles of Captain Morgan Original Spiced Rum featuring official team colors and crests. There will also be branding in the clubs’ stadiums as well as other activations.

The league-wide partnership will be seen on several national TV commercials, as well as on digital content, starting this month.

Terms of the partnership have not been disclosed. But according to Forbes, Diageo is making an eight-figure commitment across the term of the deal. Other MLS teams will look to be added in 2020.

Last month, MLS altered its commercial guidelines to allow jersey and stadium naming-rights sponsorships with liquor companies, as well as with sports betting firms, representing a sizable loosening of the league’s sponsorship rules.