The folks over at Diageo, one of the behemoths of booze, are continuing to make major moves and earlier today, the beverage company announced a new, multi-year marketing partnership with the National Basketball Association (NBA).
“Our brands have the unique privilege of participating in some of life’s greatest celebratory moments the world over and what better partner to bring those moments to life than the NBA,” said Peter McDonough, Chief Marketing and Innovation Officer, Diageo. “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.”
Now if you’re like me then you’re probably all, “Oh wow, that’s awesome! [Awkward pause] So, what does this all mean exactly?” Well, details are still a little scarce, but you can expect Crown Royal, Baileys, and Ciroc to take centerstage as part of the deal. Crown Royal will continue to push their “Reign On” campaign and will incorporate exclusive video content geared towards NBA fans. That content will include the multi-part TNT video series “On Point” and the new digital series “Reigning Moments of the Week presented by Crown Royal.”
And you can of course expect Ciroc to be heavily present at NBA All-Star 2014 in New Orleans this February as they’ll be hosting a Ciroc-branded lounge and a handful of other events.
Obviously a major move in the liquor world, I’ll be sure to keep you posted on any other Lushworthy details in regards to Diageo’s latest partnership.
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