Captain Morgan signs with NY Giants

Captain Morgan signs with NY Giants

Diageo has is to sponsor the National Football League's New York Giants and the team's New Meadowlands Stadium in East Rutherford, New Jersey.

Diageo will use the multi-year deal, which is effective immediately, to push its Captain Morgan and Smirnoff brands around a message of responsible drinking.

The agreement allows for hospitality, brand visibility and signage throughout the stadium complex and sponsorship of the New York Giants' Post Game Show on WFAN-AM, the team's flagship radio station.

"Diageo's business and brands have always been about responsible celebration, and there are very few environments that compete with the NFL when it comes to being able to communicate these important messages to adult consumers in such a fun and engaging manner," said Guy Smith, executive vice president at Diageo."

Diageo will also use the New York Giants and Meadowlands Stadium trademarks in sales promotions for the Captain Morgan and Smirnoff brands in New Jersey, New York and Connecticut.

Adult fans will have the opportunity to enjoy the game at the New Meadowlands Stadium from two world-class branded bars featuring Captain Morgan and Johnnie Walker respectively.

The New York Giants and New Meadowlands Stadium are the latest NFL team and stadium deals brokered by Diageo. In 2009, Diageo's Crown Royal whisky brand entered into a team and stadium deal with the Dallas Cowboys and the newly opened Cowboys Stadium.