Diageo Named Exclusive Spirits Partner of the NBA

Diageo, the world’s leading premium drinks business, has announced a multi-year marketing partnership with the National Basketball Association (NBA).

The deal will make Diageo the exclusive spirits partner of the league. Diageo brands Ciroc and Crown Royal will be integrated into marketing initiatives across the NBA and NBA Development League (NBA D-League), with Diageo conducting activities under the Baileys brand with the Women’s National Basketball Association (WNBA).

“Our brands have the unique privilege of participating in some of life’s greatest celebratory moments the world over and what better partner to bring those moments to life than the NBA,” said Peter McDonough, Chief Marketing and Innovation Officer, Diageo. “From the players and competition to fashion, music and nightlife, the NBA opens the door for us to leave a lasting impression with adult fans in truly innovative and meaningful ways around the game.”

As part of this partnership, Crown Royal will further drive its “Reign On” campaign, now in its second year, by providing fans access to players through unique video content on digital and broadcast channels. A multi-part video series titled “On Point” will debut on TNT and feature television personality Terrence J exploring game-changing NBA moments and unique aspects of the NBA lifestyle.

“Our new marketing partnership with Diageo will showcase the celebration around the NBA’s most extraordinary moments, both on and off the court,” said Mark Tatum, NBA Executive Vice President, Global Marketing Partnerships. “Storytelling about our game and our players is critical to broadening our reach and we’re excited to work with Diageo to create content that we know will resonate with our fans.”

{jcomments on}