Diageo Cuts Promo Deal With N.Y. Giants, New Meadowlands Stadium

Dan Marsteller
Posted: June 29, 2010

Diageo’s Captain Morgan, Smirnoff and Johnnie Walker brands will be
front and center for football fans in the New York market in the years
ahead, as the drinks behemoth has partnered with the New York Giants
and New Meadowlands Stadium in East Rutherford, New Jersey in a
multi-year sponsorship deal.

The new agreement, effective immediately, will see Captain Morgan and Smirnoff gain hospitality, brand visibility and signage across the Meadowlands complex and sponsor the New York Giants’ postgame show on WFAN-AM, the team’s flagship radio station. Diageo will also receive usage rights to the New York Giants and New Meadowlands Stadium trademarks in conjunction with Captain Morgan and Smirnoff in New Jersey, New York and Connecticut, to be utilized in on- and off-premise p-o-s, select advertising and store displays. The New Meadowlands Stadium—opening for its first season this fall—will also include two branded bars, featuring Captain Morgan and Johnnie Walker respectively.

Through the sponsorship deal, said Alison Forrestal, general manager,
Diageo Mid-Atlantic, “We’re now able to effectively reach many of our
brands’ target consumers in the number-one football market in the
country with messages pertaining to responsible drinking.” In addition
to responsible drinking messages throughout the stadium, Diageo will
also sponsor a “responsible fan behavior” video during Giants home
games.

The new accord with the Giants is the latest of Diageo’s tie-ups with
the NFL and its massive audience. In 2009, the group aligned its Crown
Royal brand with the Dallas Cowboys and their new Cowboys Stadium.
Diageo has also been a sponsor of the Washington Redskins for many
years.

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