Diageo becomes first ever official spirits sponsor of the National Football League

The multiyear sponsorship will include brand-specific programming throughout the NFL calendar

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America’s National Football League (NFL) has welcomed Diageo as its first Official Spirits Sponsor. This multiyear sponsorship is uniquely structured with the adult NFL fan in mind and includes opportunities for on-site activations and engagements with adult fans as well as broadcast, digital, and social content from NFL Kickoff through the Super Bowl.

For years, Crown Royal Canadian Whisky has had a significant footprint with the NFL, and this sponsorship takes it to the next level for Diageo. Featuring some of the biggest spirits brands in the world in Smirnoff Vodka, Captain Morgan Original Spiced Rum, and Crown Royal Whisky, this collaboration will include Responsible Drinking programs, integration into marquee events (such as NFL Honors) and, starting with the 2022 season, involvement in the NFL International Series games in London.

“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. 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.”

Ed Pilkington

Chief Marketing & Innovation Officer, Diageo North America

This exciting Official Spirits Sponsorship is just the latest example of Diageo breaking ground in sports and entertainment in North America. In 2017, Crown Royal became the first spirits brand to advertise during a televised NFL game with its “Water Break” Responsible Drinking campaign encouraging moderation and back in 2004, Diageo became the first company in the industry to partner with NASCAR after the auto racing company lifted its longstanding ban on distilled spirits sponsors.

Diageo proudly has 12 NFL team and stadium deals making this new partnership a natural progression in further unifying the two organizations.

Check out our latest "Water Break" digital spot featuring Kevin Garnet.