Diageo plc, the world’s leading premium drinks company and Global Cricket Corporation (GCC) are pleased to announce that two Diageo brands will become sponsors of the ICC Cricket World Cup West Indies 2007, to be held in March and April 2007 in eight islands within the Caribbean and Guyana.
Johnnie Walker®, the world’s no. 1 Deluxe Scotch whisky will be the regional sponsor and official whisky for the Asia and Caribbean regions. This agreement includes full promotional rights across both those regions and pouring rights at all matches in the tournament.
Red Stripe will be the regional sponsor and official beer of the ICC Cricket World Cup 2007 in Jamaica and Antigua & Barbuda. This agreement also includes full promotional rights in those islands, and pouring rights at allocated matches.
In addition, cricket fans will also be able to enjoy the world’s favourite stout at every match, as Guinness, a third Diageo brand, has pouring rights at all venues during the ICC Cricket World Cup 2007.
Edward Pilkington, Marketing Director Latin America and Caribbean comments, 'We are very excited about this sponsorship and we are looking forward to working with GCC to promote the ICC Cricket World Cup 2007 in many of our key markets around the world. It shows the flexibility and power of our brand portfolio that enables us to target specific markets with specific brands. This multi brand and multi-region sponsorship is a first for Diageo. The ICC Cricket World Cup 2007 is such a premium event and there is a natural fit with these three brands from our portfolio. Furthermore, we will be developing exciting marketing programmes for our brands to leverage the sponsorship in the coming weeks and, as we have done with our Johnnie Walker® sponsorship of Team McLaren Mercedes, promoting responsible drinking will be at the forefront of our communication efforts.'
The ICC Cricket World Cup 2007 agreements adds to Diageo’s impressive range of sports sponsorships – such as Johnnie Walker® and Team McLaren Mercedes Formula One Racing team, the Guinness Premiership in rugby and the sponsorship of the Jamaican Football Federation by Red Stripe.
ICC Chief Executive Officer Malcolm Speed said: “This is excellent news. Diageo’s history in sponsorship shows it is committed to events of the highest quality and so the fact it has sought involvement in the ICC CWC 2007 is extremely gratifying.
'We believe this partnership will prove highly beneficial to both Diageo and cricket and it is a pleasure for the ICC to be associated with another company whose portfolio of products is world-renowned and synonymous with quality.'
Ian Frykberg, Director, Global Cricket Corporation (GCC) said, 'We are pleased that Red Stripe, Guinness and Johnnie Walker have chosen the ICC Cricket World Cup 2007 to add to their impressive portfolio of major sports sponsorships, and we are delighted to welcome them into the ICC CWC 2007 family.'
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Notes to Editors:
About Diageo:
Diageo is the world's leading premium drinks business. With its global vision, and local marketing focus, Diageo brings to consumers an outstanding collection of beverage alcohol brands across the spirits, wine and beer categories including Smirnoff, Guinness, Johnnie Walker, Baileys, JεB, José Cuervo, Captain Morgan and Tanqueray, and Beaulieu Vineyard and Sterling Vineyards wines. Diageo trades in some 180 countries around the world and 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
About Johnnie Walker:
In 1908 'Born 1820 – Still Going Strong' appeared on JOHNNIE WALKER® advertising material. Nearly a hundred years later JOHNNIE WALKER® continues to produce successful leading-edge brands. The range of stylish, award-winning whiskies now includes RED LABEL, BLACK LABEL, GREEN LABEL, GOLD LABEL, BLUE LABEL, PREMIER and SWING. Together they account for 13.6 million cases annually, making JOHNNIE WALKER® the most popular whisky in the world.
JOHNNIE WALKER, RED LABEL, BLACK LABEL, BLUE LABEL, GREEN LABEL, GOLD LABEL, KING GEORGE V and the Striding Figure device and associated logos are trademarks.
About Guinness:
In 1759, Arthur Guinness brewed the world’s best-known stout at the St. James Gate Brewery. GUINNESS® is a uniquely brewed stout that is black in colour with a full rounded flavour and distinctive taste. Everyday over 10 million glasses of GUINNESS® are enjoyed in more than 150 countries around the world. GUINNESS® is brewed to perfection in some 50 countries and extends the range of beers available to include this iconic brand. Produced in four formats, GUINNESS® Draught, GUINNESS® Extra Stout, GUINNESS® Foreign Extra Stout and GUINNESS® Extra Smooth and associated logos are trademarks.
About Red Stripe:
Red Stripe lager beer is brewed and bottled by Desnoes and Geddes Ltd. which trades as Red Stripe, 'the World’s Coolest Beer Company.' Diageo owns the majority stake in the Red Stripe company, and so lists the Great Jamaican Beer among its portfolio of premium alcohol brands. Red Stripe was first brewed in Jamaica in 1928. It is also brewed in Antigua and the UK under license, and is now available in some 20 markets around the world. The flagship brand of the World’s Coolest Beer Company, headquartered in Kingston, Jamaica, Red Stripe has earned the distinction of having some 11 Monde Selection Gold Medals to its credit among numerous other awards. Red Stripe, Red Stripe Light and associated logos are trademarks.