Drinks - Spirits

Latest Features

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

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.

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.

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

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

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…

Features

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.

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.

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.

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.

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.

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