Diageo, the iconic alcohol brand, recently signed a multi-year sponsorship agreement with the NFL, making it the first spirits sponsor of the sport. The new partnership includes opportunities for on-site activation and adult fan engagement, as well as broadcast, digital and social content.
"NFL games have the powerful ability to bring people together, and that very much ties into what our brands at Diageo are all about: bringing people together to celebrate life," said Ed Pilkington, Chief Marketing & Innovation Officer, Diageo North America. "This is a perfect match. We are energized about bringing new and exciting programs and experiences to the
NFL’s passionate adult fan base, while continuing to use our platform to champion social responsibility in every way."
Alcohol Football Partnerships
Diageo Becomes First Ever Official Spirits Sponsor of the NFL
Trend Themes
1. Alcohol-sports Partnerships - As alcohol brands continue to partner with major sports leagues, there is potential for disruptive innovation in sponsor activation events and targeting specific fan demographics.
2. Sponsorship Activation - The NFL-Diageo partnership showcases the potential for sponsor activation programs to create unique fan experiences that align with the overall brand messaging.
3. Alcohol Advertising Regulations - With Diageo becoming the first spirits sponsor of the NFL, there is an opportunity for discussion and potential disruption in the alcohol advertising landscape of professional sports.
Industry Implications
1. Alcohol Industry - As more alcohol brands partner with major sports leagues, the industry has an opportunity to explore unique marketing and sponsorship opportunities that appeal to sports fans.
2. Sports Industry - Professional sports leagues have the potential to disrupt traditional sponsorship agreements and create unique fan experiences through partnerships with non-traditional sponsors such as alcohol brands.
3. Marketing Industry - As the NFL-Diageo partnership demonstrates, there is an opportunity for marketers to create innovative sponsorship activation programs and fan engagement experiences that align with the overall brand messaging of the sponsor.