Spirits

Filmed at an empty Churchill Downs racecourse, Woodford Reserve’s ‘My Old Kentucky Home’ spot was an homage to the delayed 2020 Kentucky Derby.

In February 2020, Hennessy leveraged its new status as the official spirit of the NBA with an integrated campaign launched to coincide with the NBA All-Star Weekend.

Official NRL spirits sponsor Bundaberg Rum leveraged its rights through the 2019 Finals Series with a responsible drinking campaign called ‘Stay in the Game’.

Captain Morgan joined MLS as official rum and spirits partner in 2019, activating through a season-long campaign that spanned stadium signage, around-the-ground street teams and sampling, ticket giveaways, national television ads, OOH work and digital and social content.

Anheuser-Busch InBev-owned alcoholic seltzer brand Bon & Viv has become the ‘Official Hard Seltzer Sponsor of the NFL’.

Financial services company Credit One Bank will partner with the new Las Vegas NFL franchise on two fronts, starting in 2020.

Scottish Rugby has extended a sponsorship agreement with the Edinburgh-based distiller John Crabbie & Co

Chinese liquor company Kweichow Moutai and Italian Serie A club Inter Milan have signed a new partnership to produce a co-branded baijiu, a clear Chinese spirit distilled from fermented sorghum

The Ultimate Fighting Championship (UFC) has announced a multi-year extension of its marketing partnership with Blackheart Premium Spiced Rum. Terms were not disclosed

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

Major League Soccer has altered its commercial guidelines to allow its clubs to secure jersey and stadium naming-rights sponsorships with sports betting and liquor companies

Scotch whisky brand Johnnie Walker has signed a new Official Partner deal with Scottish Rugby

Chinese liquor company Kweichow Moutai is considering a sponsorship deal with Argentinian football team River Plate. According to a report in Ole.

The National Football League will be easing the restrictions on team and player likeness in beer, wine and distilled spirit sponsorships

Premier League club Manchester City has signed a new partnership with Chinese spirits brand JNC. Under the multi-year global deal, JNC will become the club’s Official Baijiu Partner worldwide.

Camarena Tequila, a brand of US winery E&J Gallo, has agreed a partnership with the 2019 Gold Cup national-team football tournament

A new team-based horse racing series will help the sport shed its traditional ‘boots and Barbour’ image in the UK and attract sponsors from outside the dominant alcohol and gambling sectors, a leading age…