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Volume 27 No. 27
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Rams, Nine Banded Whiskey Extend Partnership Through '22

The Rams and Austin-based Nine Banded Whiskey have agreed to a three-year extension of their partnership that began last season. The deal sees Nine Banded Whiskey become an official bourbon partner of the Rams, a change that reflects Nine Banded's move from whiskey to bourbon. The company will make its SoFi Stadium debut in '21. Nine Banded Whiskey co-Founder & CEO Sean Foley negotiated the extension directly with Rams VP/Partnership Sales Jason Griffiths and Partnership Sales Manager Sean Gannon. Foley said he was eager to continue his company’s partnership with the Rams after learning last season that the two parties share many of the same views around community support. “The one thing I was amazed by was what the Rams have done at the community level,” Foley said. “It's really similar to how we've dug in with building Nine Banded in Austin.” With no fans allowed at SoFi Stadium this season, Foley said Nine Banded Whiskey intends to use the first year of the extended partnership to further integrate themselves into the L.A. community at the “Rams-deep level” and “really align at the grassroots level and on the fan/customer level” with the team. Nine Banded Whiskey will partner with the Rams on virtual events, such as watch parties, and community events. The company also will do some influencer content together with the Rams across their social platforms.

ON THE HORIZON: Nine Banded Whiskey already has planned some in-stadium activations at SoFi Stadium for the '21 season. The company will offer signature cocktails, while digital signage and messaging will be present throughout the stadium during home games. Nine Banded Whiskey also will be featured prominently in different suites across the venue. “We thought we had runway, but we really have runway now with SoFi Stadium to have our presence be felt,” Foley said. “People are going to have so much pent-up excitement to step foot in that stadium and will be so awake and aware of their surroundings that it’s going to be that much more impactful for us to be there when it does open up.”