Diageo, the parent brand of Guinness, has signed on as the first-ever spirits sponsor of the NFL in the US.
Guinness exited its partnership with Pro14 Rugby this week ahead of its transition to the United Rugby Tournament.
The US deal will include Smirnoff, Captain Morgan and Crown Royal Whisky, with its Scottish spelling, and see different brands take on elements of partnership including the NFL Fan of the Year event.
It will also include a relationship with the International Series in London.
“NFL games have the powerful ability to bring people together, and that very much ties into what our brands at Diageo are all about,” said Ed Pilkington, Chief Marketing and Innovation Officer at Diageo North America. “This is a perfect match. We are energized about bringing new and exciting programs and experiences to the NFL’s passionate adult fan base while continuing to use our platform to champion social responsibility in every way.”
“We’re thrilled to welcome Diageo, a global leader in the spirits industry, to the NFL family as our first-ever spirits sponsor,” added Renie Anderson, Chief Revenue Officer and Executive Vice President of NFL Partnerships.”
“We look forward to working with Diageo on innovative programs to elevate their business, as well as furthering the important message around responsible drinking.”
In 2017, Crown Royal became the first spirits brand to advertise during a televised NFL game with its “Water Break” Responsible Drinking campaign encouraging moderation. Back in 2004, Diageo became the first company in the industry to partner with NASCAR after the auto racing company lifted its longstanding ban on distilled spirits sponsors.
Currently, Diageo has 12 NFL team and stadium deals.
Diageo are among the 250+ members of the Sport for Business network of sporting and business organisations working together across a number of key areas.
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