Menu
Marketing and Sponsorship

Spirits Brand Diageo Teams Up With NBA For Multiyear Sponsorship Deal

The NBA yesterday formally announced a multiyear sponsorship deal with Diageo, which gains category exclusivity as the league's official spirits brand. Diageo's Ciroc and Crown Royal brands will be integrated into NBA and D-League marketing initiatives, and the Baileys brand will be used in conjunction with the WNBA. Crown Royal will integrate the NBA into its "Reign On" campaign. It also will launch a lifestyle-themed video series titled "On Point" on TNT featuring TV personality Terrence J (NBA). AD AGE's Michael McCarthy noted the Ciroc brand will be designated as "The Toast of the NBA." Diageo succeeds Bacardi, which "became the league's first official spirits sponsor" in '10. NBA Exec VP/Global Marketing Partnerships Mark Tatum said that the league is "impressed with Diageo's prowess in advertising brands, including Captain Morgan, Guinness, Ketel One and Johnnie Walker." Tatum said, "Diageo has a strong track record for successfully engaging consumers and, in this case, our fans. They do it in a unique and exciting way. That storytelling that Diageo is so good at, and the storytelling about our game and our players, is critical to broadening our reach." Diageo under the deal will "beef up its TV-ad buys during national NBA game telecasts on ESPN, TNT, ABC and NBA TV." Diageo VP/PR & Entertainment Marketing Dan Sanborn said that the brand's ad agencies "are already working on new ads playing up the official NBA connection" (ADAGE.com, 11/20).

SBJ Morning Buzzcast: April 25, 2024

Motor City's big weekend; Kevin Warren's big bet; Bill Belichick's big makeover and the WNBA's big week continues

TNT’s Stan Van Gundy, ESPN’s Tim Reed, NBA Playoffs and NFL Draft

On this week’s pod, SBJ’s Austin Karp has two Big Get interviews. The first is with TNT’s Stan Van Gundy as he breaks down the NBA Playoffs from the booth. Later in the show, we hear from ESPN’s VP of Programming and Acquisitions Tim Reed as the NFL Draft gets set to kick off on Thursday night in Motown. SBJ’s Tom Friend also joins the show to share his insights into NBA viewership trends.

SBJ I Factor: Molly Mazzolini

SBJ I Factor features an interview with Molly Mazzolini. Elevate's Senior Operating Advisor – Design + Strategic Alliances chats with SBJ’s Ross Nethery about the power of taking chances. Mazzolini is a member of the SBJ Game Changers Class of 2016. She shares stories of her career including co-founding sports design consultancy Infinite Scale career journey and how a chance encounter while working at a stationery store launched her career in the sports industry. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

Shareable URL copied to clipboard!

https://www.sportsbusinessjournal.com/Daily/Issues/2013/11/21/Marketing-and-Sponsorship/Diageo.aspx

Sorry, something went wrong with the copy but here is the link for you.

https://www.sportsbusinessjournal.com/Daily/Issues/2013/11/21/Marketing-and-Sponsorship/Diageo.aspx

CLOSE