Spirits
Latest Features
My Old Kentucky Home – Woodford Reserve & Churchill Downs Incorporated
Lines: Spirit of the NBA – Hennessy & the NBA
Stay in the Game/The Waterboy – Bundaberg Rum & NRL
There’s More Fun to Be Had – Captain Morgan & MLS
LA Galaxy taps local market power with El Silencio spirits deal
NFL agrees Bon & Viv hard seltzer deal, Woodbridge wine sponsors Rams, Bears, Giants
Credit One Bank partners Raiders and Allegiant Stadium
Scottish Rugby toasts Crabbie’s renewal
Inter, Suning, Kweichow Moutai partner for co-branded baiju
Features
Chivas Regal inks whisky partnership with Man United
Sponsorship in the alcoholic drinks sector, 2017
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.
Activation Tracker: Activation trends in the alcoholic drinks sector
Johnnie Walker: Keeping ‘Join the Pact’ on the road
McLaren renews Johnnie Walker with performance-related deal
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.
Johnnie Walker crosses the line with F1
Smirnoff: Along for the ride with Force India
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.
Martini Racing’s return marks shift in Bacardi strategy
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.
Make mine a Martini
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.
Diageo beats Bacardi renewal offer to take NBA deal
Alcoholic drinks maker Diageo beat a renewal offer from incumbent Bacardi to become the exclusive spirits partner of basketball’s NBA last month.