Stamford, Connecticut, November 10, 2004 – Diageo, the world’s leading premium drinks business, today announced one of the company’s spirits brands would participate in the National Association for Stock Car Auto Racing (NASCAR) for the first time ever beginning with the 2005 NASCAR Nextel Cup season. Earlier today, NASCAR announced spirits companies would be allowed to participate as team sponsors and that Diageo would lead the spirits category’s entry into the sport.
Diageo, which has a history in NASCAR with its flavored malt beverage brand Smirnoff ICE, will utilize its new sponsorship in NASCAR to continue to educate consumers about the importance of responsible drinking.
“Diageo is perfectly positioned to capitalize on this exciting new opportunity in NASCAR because of our existing relationship with Roush Racing,” said Mark Waller, Executive Vice President, Consumer Strategy and Marketing, Diageo. “Our association with this world class racing team will allow us to connect with millions of adult consumers, who are devoted NASCAR fans, and remind them about the importance of responsible drinking. A multi-million dollar marketing budget supporting this sponsorship will include dedicated social responsibility messaging.”
Diageo’s sponsorship, which will feature the Crown Royal brand, will be built around the company’s existing relationship with Roush Racing, one of the premier racing teams in all of motorsports with over 280 wins and 30 championships. In 2003, Smirnoff ICE partnered with Roush Racing as an associate sponsor of the #17 car, driven by Matt Kenseth, which won the 2003 NASCAR Winston Cup Championship. That associate level sponsorship has continued throughout the 2004 season.
“We are excited to grow our relationship with Diageo because we have first-hand knowledge that social responsibility is at the forefront of their marketing efforts,” said Geoff Smith, President, Roush Racing. “We are in our second year with Diageo and we know that they have the highest standards in responsible drinking.”
In addition to the Smirnoff ICE sponsorship in NASCAR, Diageo has a presence in motorsports with the Crown Royal International Race of Champions Series. The Crown Royal IROC Series, which is an invitational series matching 12 championship drivers from different disciplines of auto racing, was captured in 2004 by Matt Kenseth.
About Diageo:
Diageo is the world’s leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wines, and beer categories. These brands include Johnnie Walker, Guinness, Smirnoff, J&B, Baileys, Cuervo, Tanqueray, Captain Morgan, Crown Royal, Beaulieu Vineyard and Sterling Vineyards wines.
Diageo is a global company, trading in more than 200 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands, and performance, visit us at www.diageo.com.
Celebrating life, every day, everywhere, responsibly.