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Volume 27 No. 5
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Teams Embrace Alcohol Sales, Activations Under NFL's New Rules

The NFL revised a policy ahead of the '19 season that gave teams greater flexibility in marketing and partnerships in the beer, wine and spirits spaces, and while some teams are "still setting their strategies in the space," others have "bullishly expanded into wine and spirits," according to Alicia Jessop of THE ATHLETIC. The 49ers and Rams have entered into new partnerships "under the relaxed guidelines." In September, the 49ers signed a five-year deal to make Gold Bar Whiskey the team's official whiskey. To "kick off the partnership, the Gold Bar Whiskey Bar was unveiled on the main concourse of Levi's Stadium," featuring signature cocktails from the distiller, with the whiskey "also available at all locations where whiskey is served in the stadium." Meanwhile, the Rams this season "entered into two spirits partnerships, signing deals with Casa Mexico Tequila and Nine Banded Whiskey." Rams VP/Partnerships Jason Griffiths said Casa Mexico's founder was "born and raised in Los Angeles and is a long-time Rams fan." Griffiths also noted the company is backed by Golden Boy Promotions CEO Oscar De La Hoya and actor Mario Lopez. Both Casa Mexico and Nine Banded were signed to one-year deals with the team, and were activated inside L.A. Memorial Coliseum with the "creation of specialty drinks featuring each brand and creation of branded venues inside the stadium." The Rams' move to SoFi Stadium next season "may shift how the team's spirits partners activate" (THEATHLETIC.com, 12/28).