Beam Suntory partners with Chicago Cubs

13th January, 2017 by Nicola Carruthers

US baseball team Chicago Cubs has announced Beam Suntory as its official spirits partner in a multi-year deal, which includes extensive promotion of its Jim Beam Bourbon brand at the Wrigley Field stadium.

Beam Chicago Cubs

Chicago Cubs president of business operations, Crane Kenney (left), and Beam Suntory CEO, Matt Shattock (right)

The exclusive sponsorship will feature multiple brands from Beam Suntory including Jim Beam, Maker’s Mark Bourbon, Effen Vodka and Hornitos Premium Tequila.

As part of the partnership, Jim Beam will have long-term naming rights to the new first base club at Wrigley Field, as well as a new left field bar concept at Sloan Park in Mesa, Arizona.

The upper deck patio at Wrigley Field will feature a Jim Beam theme for two seasons leading up to the space’s transition to an upper level club.

The deal also includes in-game signage behind home plate and on the Wrigley Field video board, fixed signage, presenting sponsorship of promotional giveaways; and other activations at Wrigley Field and Sloan Park.

To reinforce this partnership with Cubs fans, Maker’s Mark has launched a Chicago Cubs-themed limited edition bottle in stores throughout Chicago, while Jim Beam will release a Chicago Cubs co-branded offering by spring.

“This dynamic partnership underscores our focus on the City of Chicago, our company’s new hometown, and our broader efforts to be where our consumers work and play,” said Beam Suntory CEO Matt Shattock.

“After a truly historic World Series, we’re thrilled to be the official spirits sponsor of the 2016 World Series Champions and can’t wait to make history with Cubs fans for years to come.”

“Our organisation and fans value partners who have a strong commitment to Chicago,” said Chicago Cubs president of business operations, Crane Kenney.

“Jim Beam has made its commitment clear by calling Chicago home and making an investment in the Cubs to help ensure our long-term success. We’re thrilled to welcome Beam Suntory as a Legacy Partner and know our fans will enjoy their premium spirits at the friendly confines.”

The announcement follows its recent partnership with another US team, LA Galaxy, and comes on the heels of Beam Suntory’s global headquarters move from Deerfield, Illinois, to Chicago in the last month.

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