Spirits

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Horse Racing
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.
Basketball
Spirits

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.
Rugby League
Spirits

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

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.
Football
Spirits

Los Angeles-based El Silencio has become the first mezcal brand to strike a partnership deal with a professional sports team in the US

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American Football
Spirits

Anheuser-Busch InBev-owned alcoholic seltzer brand Bon & Viv has become the ‘Official Hard Seltzer Sponsor of the NFL’.
American Football
Payment Services & Credit Cards

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

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

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

Features

Football
Spirits

Scotch whisky brand Chivas Regal is paying £3.5m ($4.5m/€3.9m) per season as the Official Spirits Partner of Premier League club Manchester United.
Spirits

Research by Sports Sponsorship Insider into the alcoholic drinks sector has generated rights values to 52 out of 336 recorded alcoholic drinks sector sponsorship deals.

Beer

Sports Sponsorship Insider has published the fourth ‘Activation Tracker’ sector report into activation trends in sports sponsorship – this month exploring the alcoholic drinks sector. T
Motorsport
Spirits

Diageo-owned whisky brand Johnnie Walker will continue to use its ‘Join the Pact’ responsible drinking initiative as the centrepiece of its investment in Formula One. K
Motorsport
Spirits

Diageo-owned whisky brand Johnnie Walker renewed its official sponsorship of Formula One team McLaren-Honda in a deal with a significant performance-related component.

Motorsport
Spirits

September (and the end of August) saw a number of landmark sponsorship deals cross the line – and Sports Sponsorship Insider has covered the best of them.
Motorsport
Spirits

Diageo-owned vodka brand Smirnoff has committed the lion’s share of its global sponsorship budget for this year to a one-year major partner deal with the Force India F1 team. The deal was announced on May 1, ahead of the Spanish Grand Prix, the fifth race of the Formula One season.

Motorsport
Spirits

The Bacardi drinks group is switching the emphasis of its marketing strategy from above-the-line advertising to sponsorship and experiential-based marketing in a move led by the return of Martini Racing to Formula One motorsport as title sponsor of the Williams F1 team.

Motorsport
Spirits

This month’s issue of Sports Sponsorship Insider leads with a motorsports story of wider general interest – the return of Martini Racing to Formula One as title sponsor of the Williams F1 team.

Basketball
Spirits

Alcoholic drinks maker Diageo beat a renewal offer from incumbent Bacardi to become the exclusive spirits partner of basketball’s NBA last month.