Spirits Company Diageo Announces Multiyear NBA Sponsorship Deal
The NBA today formally announced a multiyear sponsorship deal with Diageo, which gains category exclusivity as the league's spirits partner. Diageo's Ciroc and Crown Royal brands will be integrated into NBA and D-League marketing initiatives, and the Baileys brand 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).
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." The Ciroc brand will be designated as "The Toast of the NBA" (ADAGE.com, 11/20).