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Diageo Sponsors Angel City FC And NFL


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Spirits behemoth Diageo has jumped into the professional sports sponsorship fray and become an official spirits sponsor for both the Angel City FC as well as the National Football League [the first-ever official spirits sponsor for that league].

As part of the NFL’s deal, Diageo will provide broadcast television ads, digital and social media marketing, promote the sponsorship in liquor stores, host responsible drinking programs, and sponsor this year’s NFL’ “Fan of the Year” contest. Diageo intends to focus on their Captain Morgan, Crown Royal and Smirnoff brands.

However, the deal does not include Super Bowl advertising – Anheuser-Busch InBev continues to be the exclusive alcohol category advertiser for that game.

As for Angel City Football Club (ACFC) – the National Women’s Soccer League’s new Los Angeles team that will begin play in 2022 – Diageo announced Jane Walker, an expansion of the Johnnie Walker brand, as the team’s founding and exclusive spirits partner.

As part of that deal, ACFC will be producing a Jane Walker content series – which will highlight ACFC-centric themes such as the fact that ACFC is the first majority women-founded, owned and operated pro-sports team – and also providing custom Jane Walker and Johnnie Walker match-day cocktails.

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