Drinks - 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.
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.
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.