Rams Sign Texas-Based Nine Banded Whiskey As Official Partner
The Rams and Austin-based Nine Banded Whiskey have entered into a season-long partnership that officially began with the team’s first home preseason game at L.A. Memorial Coliseum on Saturday. The deal sees Nine Banded Whiskey become the official American whiskey partner of the Rams and marks the company’s first major marketing initiative outside Texas. Nine Banded Whiskey Co-Founder & CEO Sean Foley pointed to the L.A. market as being “really vibrant right now for CPG (consumer packaged goods) brands” and said the company found the Rams to be a “dynamic partner because they’re thinking about their history and future in a similar way to Nine Banded.” Rams fans this season can order a “1946” signature Nine Banded Whiskey & Lemonade cocktail in a commemorative cup to celebrate the team’s history at the venue, and Nine Banded Whiskey will partner with local Southern California breweries for drink specials at participating locations on gamedays. Additionally, Nine Banded Whiskey will be prominently featured in the Rams’ on-field celebrity suite and will be the featured cocktail in that suite for every game this season. Nine Banded Whiskey currently has 250 points of sale at the Coliseum, and Foley said to expect “more robust branding and drink options" as the season goes along. While the partnership only currently runs through this season, Foley said the company is “fully intending on being aligned” with the team as it moves to the new Inglewood stadium next year. Foley negotiated the deal directly with Rams VP/Partnerships Jason Griffiths.