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Pernod Ricard has teamed up with middleweight boxing champion Gennady Golovkin to launch a social media campaign for Chivas Regal blended Scotch.

Gennady Golovkin is boxings unified middleweight world champion

Gennady Golovkin is boxing's unified middleweight world champion

The campaign, called The Chivas Fight Club, requests consumers to share on social media "what they are fighting" with the hashtag #FightForIt, Pernod said today. Respondents will be entered into sweepstakes for a chance to see Golovkin's bout on 16 September against Canelo Alvarez.

Entrants can also and gain access to parties watching the fight and boxing workout classes, while additional incentives will be rolled out following the campaign launch, Pernod said.

Kazakhstan-born Golovkin first broke on to the boxing scene with a middleweight silver medal at the 2004 Olympics in Athens. He is now boxing's unified middleweight world champion and holds the top knockout ratio in middleweight history, with 89.8%.

Spirits companies including Pernod are set to join in with next year's Super Bowl advertising after the National Football League in June agreed to allow spirits brands to advertise during TV broadcasts. Previously, no spirits ads were allowed during official NFL broadcasts in the US, allowing brewers such as Anheuser-Busch InBev to dominate alcohol marketing in the sport.

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