Diageo is launching its first multi-brand, multi-regional sponsorship to tie in with this year's ICC Cricket World Cup.

The drinks giant said that Johnnie Walker Scotch whisky and Red Stripe beer will both have official sponsorship status at the tournament, scheduled to be held between 11 March and 18 April on eight islands within the Caribbean and Guyana.

While Johnnie Walker will be the regional sponsor and official whisky for the Asia and Caribbean regions, Red Stripe will be the regional sponsor and official beer of the World Cup in Jamaica and Antigua & Barbuda. Both agreements include full promotional rights and pouring rights at matches in the regions.

At the same time, Diageo's Guinness stout will have pouring rights at all venues throughout the tournament.

"We are very excited about this sponsorship and we are looking forward to working with GCC to promote the ICC Cricket World Cup 2007 in many of our key markets around the world," said Edward Pilkington, Diageo's marketing director for Latin America and Caribbean. "The ICC Cricket World Cup 2007 is such a premium event and there is a natural fit with these three brands from our portfolio."