Diageo becomes first spirits company to sign sponsorship deal with NFL


Diageo owned whiskies on a bar at their headquarters in Edinburgh where Diageo announced a £150 million investment over three years to transform its scotch whisky visitor experiences.

Andew Milligan | PA Images | Getty Images

Smirnoff Vodka owner Diageo has signed a multiyear deal with the NFL to become the league’s first spirits sponsor.

While the National Football League has long had relationships with beer brands like Anheuser-Busch InBev’s Bud Light, it has been slower to embrace spirits. Until 2017, distillers couldn’t even advertise during games. An advertising campaign on drinking responsibly from Diageo’s Crown Royal whisky was the first spirits commercial to air during an NFL game…


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