Diageo named the NFL Official Spirits Sponsor and it’s the perfect match

(Photo by Jamie McCarthy/Getty Images for Tribeca Festival)
(Photo by Jamie McCarthy/Getty Images for Tribeca Festival) /

Ready to toast that epic game winning touchdown? Diageo has just been named the NFL Official Spirits Sponsor. With this multi-year partnership, the partners will incorporate fans across various activations. While the cocktails might be flowing, the message of responsible drinking will always be part of the conversation.

With this recent announcement, the partnership continues the connection that Diageo brands have with the NFL. Looking back, Crown Royal was the “first spirits brand to advertise during a televised NFL game.” Over the years, the now well known “Water Break” campaign has leveraged various NFL players to be a voice of celebrating responsibly.

Ed Pilkington, Chief Marketing & Innovation Officer, Diageo North America, said, “NFL games have the powerful ability to bring people together, and that very much ties into what our brands at Diageo are all about: bringing people together to celebrate life.” While those big moments are reason to raise a toast, the responsibility factor is always part of the conversation. From that “water break” to knowing your limits, the best fans are the ones who stay within the reasonable field of play.

Renie Anderson, Chief Revenue Officer and Executive Vice President of NFL Partnerships. said “We look forward to working with Diageo on innovative programs to elevate their business, as well as furthering the important message around responsible drinking.”

Looking at that statement, it shows that sports has strong ties to food and beverage brands. While the action on the field draws people’s attention, the food and beverage is part of the overall experience. For many people, those favorite football memories are often linked to the celebratory toast or lucky food ordered right before the fourth quarter.

As this partnership grows, it will be interesting to see how the iconic Diageo brands are incorporated into NFL experiences. From NFL’s Fan of the Year contest to themed beverages to branding, the possibilities are many.

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What do you think of Diageo being named the NFL Official Spirits Sponsor? Will it change your preferred football watching beverage?