The NBA announced it has signed Diageo to a multi-year deal as exclusive spirits sponsor. Under the agreement, Sean “Diddy” Combs and Diageo’s Ciroc premium vodka will become “The Toast of the NBA.”
Starting with the current 2013-2014 season, Diageo will promote its Ciroc and Crown Royal brands across the NBA and NBA Development League while touting Baileys through the WNBA. Diageo succeeds Bacardi, which became the league’s first official spirits sponsor in 2010.
The NBA is impressed with Diageo’s prowess in advertising brands, including Captain Morgan, Guinness, Ketel One and Johnnie Walker, said Mark Tatum, the NBA’s exec VP-global marketing partnerships. As a global league, the NBA wanted to partner with the world’s biggest spirits company.
“Diageo has a strong track record for successfully engaging consumers and, in this case, our fans. They do it in a unique and exciting way,” Mr. Tatum said. “That storytelling that Diageo is so good at, and the storytelling about our game and our players, is critical to broadening our reach.”
Under the deal, Diageo will beef up its TV-ad buys during national NBA game telecasts on ESPN, TNT, ABC and NBA TV. The first marketing effort will be an expansion of Crown Royal’s two-year-old “Reign On” ad campaign from Grey, New York. In a TV spot last year, the agency showed NBA legend Julius “Dr. J” Erving emerging from Crown Royal’s distinctive purple bag and ordering himself the Canadian whiskey.
Read the press release below.
CIROC Ultra Premium Vodka and the National Basketball Association (NBA) today introduced a multiyear marketing agreement and unveiled “The Toast of the NBA” campaign. This announcement heralds a larger partnership entered into with the NBA by Diageo, the world’s leading premium drinks business and parent company of CIROC. As part of the agreement CIROC Ultra Premium, led by Sean “Diddy” Combs, will take the lead to drive responsible celebration with NBA fans nationwide.
“I’ve been a fan of the NBA all my life and am excited to build a greater relationship for CIROC Vodka with this growing entertainment platform,” said Sean “Diddy” Combs, who oversees all branding and marketing for CIROC. “Life is filled with moments of celebration and nothing brings people together in celebration quite like sports. With CIROC I hope to elevate these moments and help champion social responsibility among fans.”
Combs and CIROC Vodka will work closely with the NBA throughout the season on and off the court to elevate key NBA lifestyle events such as NBA All-Star and the NBA Playoffs with fun and engaging social media programming, consumer sweepstakes and activations that bring to life what Combs calls the ‘Art of Celebration.’ The NBA will also work with CIROC to produce a series of public service announcements. The videos will feature NBA talent and will air across multiple media platforms throughout the season.
“Our new partnership with Diageo and CIROC Ultra Premium Vodka will elevate celebratory moments around our game and champion responsible decision making,” said Mark Tatum, NBA Executive Vice President, Global Marketing Partnerships. “We look forward to working with a company like Diageo, which has a long history of finding fun and engaging ways to promote responsibility to adults around the world.”
Prepare for a Ciroc x Revolt NBA All Star weekend ..