US: Grupa Sobieski begins Madison Gardens deal

Polish vodka company Grupa Sobieski has sealed a multi-year marketing deal with US venues Madison Square Garden and Radio City Music Hall.

The Belvedere Group-owned company said this week that its Sobieski vodka brand will be exposed to over "4m people annually during over 275 events, including New York Knicks and Rangers home games and Radio City Music Hall's famous Christmas Spectacular".

Madison Square Garden media executive vice president of sales and marketing Michael Guth said:  "This agreement with Sobieski vodka is a great example of creating a customised solution that helps to build their brand by leveraging the magic of two of our famed venues, The Garden and Radio City."

Sobieski US importer Imperial Brands president and CEO Chester Brandes added: "Our goal is to gain major brand exposure in the US. Working with Madison Square Garden, an internationally-recognised, prestigious entertainment landmark, is precisely the kind of visibility that we want with our ideal target audience. Sobieski will be displayed on marquees, billboards, LED boards, and in advertising materials and we expect Sobieski vodka's brand awareness in the New York market - and beyond - to skyrocket."

Last month, Belvedere Group announced plans to "advance from the seventh position (in international vodka) to the second, just behind Smirnoff" as one of the "ten best selling international vodkas". The company added that it aims to push its Sobieski vodka brand into all markets in which its competitors are already present.