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NFL’s Giants seal new beverage deal

Alcoholic drinks company International Spirit and Beverage Group (ISBG) has agreed a multi-year sponsorship deal with NFL American football franchise the New York Giants.

Under the agreement, the terms of which were not disclosed, ISBG will promote its Besado Tequila and Cavoda Vodka brands as well as a responsible drinking message.

ISBG will also open a branded ‘Club Cavoda’ bar facility at the MetLife Stadium, home of the Giants. The company will also benefit from game-day branding and hospitality access at the stadium.

In addition, ISBG will receive usage rights to Giant trademarks in conjunction with its Besado Tequila and Cavoda Vodka products in New York, New Jersey and Connecticut. Trademarks will be utilised in on- and off-premise point-of-sale material, selected advertising and store displays.