Diageo becomes first-ever spirits sponsor of NFL

Diageo has partnered with the National Football League (NFL), becoming its first-ever official spirits sponsor.

Multiyear sponsorship will include brand-specific programming throughout the NFL calendar. Multiyear sponsorship is uniquely structured with the NFL fans in mind and will include opportunities for on-site activation and engagement with adult fans, as well as broadcast, digital, and social content from NFL Kickoff through the Super Bowl.

As part of this new sponsorship, Captain Morgan Original Spiced Rum will be a presenting sponsor of the NFL’s Fan of the Year contest. Through this League-wide contest, each of the 32 clubs will select a fan of legal drinking age to be that particular club’s Fan of the Year and receive a once in a lifetime Super Bowl experience, with the ultimate winner revealed during NFL Honors at Super Bowl LVI in Los Angeles.

This collaboration will include Responsible Drinking programs, integration into marquee events (such as NFL Honors) and, starting with the 2022 season, involvement in the NFL International Series games in London.