Diageo signs marketing deal with NBA

Diageo has entered into a multi-year marketing partnership with the NBA (National Basketball Association) in a bid to push its products in the US.

Three of Diageo’s brands – Ciroc, Crown Royal, and Baileys – will feature in marketing initiatives acorss NBA media platforms

As the exclusive spirits partner of the league, Diageo brands Ciroc vodka and Crown Royal whiskey will be integrated into marketing initiatives across the NBA, while Baileys Irish Cream will receive exposure through the WNBA (Women’s National Basketball Association).

Peter McDonough, chief marketing and innovation officer at Diageo, said: “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 a truly innovative and meaningful way.”

As part of the partnership, Crown Royal will continue its “Reign On” campaign, while Ciroc will have a strong presence at the NBA All-Star – a global celebration of basketball taking place in New Orleans in February – and Baileys will partner with the WNBA Inspiring Women luncheon.

All three brands, as well as Diageo itself, will have a “significant presence” during NBA and WNBA national game telecasts.

Rap star Sean “Diddy” Combs, who oversees all branding and marketing for Ciroc, also expressed his pleasure over the new partnership: “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.”