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Diageo Becomes First Official Spirits Sponsor Of The NFL

June 16, 2021

Diageo has inked a deal to become the first official spirits sponsor of the National Football League. The agreement, for which terms weren’t disclosed, will include opportunities for on-site activation and engagement with adult fans, as well as broadcast, digital, and social content from NFL Kickoff through the Super Bowl.

The sponsorship will boost visibility with the NFL audience for brands like Smirnoff Vodka, Captain Morgan Original Spiced Rum, and Crown Royal Whisky. It will also include responsible drinking programs, integration into marquee events, and, starting with the 2022 season, involvement in the NFL International Series games in London. The move builds on the existing relationship between the NFL and Diageo, which already has 12 NFL team and stadium-specific deals in place.—Daniel Marsteller

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