US: Diageo brands get marketing push in new NBA tie-up

By | 21 November 2013

The Ciroc campaign will run throughout the NBA season

The Ciroc campaign will run throughout the NBA season

Three Diageo brands are set for new campaigns after the group signed a “multi-year” deal with the NBA to be the US basketball league's exclusive spirits partner.

The link-up will see Diageo promote responsible drinking through pushes for Ciroc Vodka and its blended Canadian whisky Crown Royal, the company said yesterday (20 November). Baileys Original Irish Cream, meanwhile, will team up with the Women's National Basketball Association (WNBA).

Financial details of the tie-ups were not disclosed.

Peter McDonough, Diageo's chief marketing and innovation officer, said: “From the players and competition to fashion, music and nightlife, the NBA opens the door for us to leave a lasting impression with adult fans in truly innovative and meaningful ways around the game.”

Ciroc's “Toast of the NBA” campaign will feature Ciroc ambassador and music producer Sean “Diddy” Combs and run throughout the NBA season, Diageo said. The NBA and Ciroc will also produce a series of public service announcements on responsible drinking starring NBA players.

Combs, who oversees branding and marketing for Ciroc, said the campaign will “champion social responsibility among fans”.

Crown Royal will further drive its "Reign On" campaign, now in its second year, by given fans access to players through unique video content on digital and broadcast channels. Baileys will “showcase inspiring stories from around the league” on, Diageo said.

Diageo is not the first beverage company to partner with the NBA. The Coca-Cola Co has a 27-year partnership with the league, which it extended in 2011.

Expert analysis

The US Spirits Market: What Consumers Drink and Why?

This report provides the results for the Spirits market in the US from Canadean’s unique, highly detailed study of consumers’ Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets. Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption, the value of the market these trends influence, and brand and private label choices as well as retailer choices.

Sectors: Corporate social responsibility (CSR), Marketing – advertising & promotions, Spirits

Companies: Diageo, Crown Royal, Coca-Cola Co

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