David Beckham to end Haig Club partnership
After almost a decade, David Beckham will end his partnership with Scotch whisky brand Haig Club.
Diageo confirmed the news to The Spirits Business. Beckham will end his partnership this summer to pursue his own drinks brand.
The former football star is also one of the founding partners of single grain Scotch brand Haig Club, which is made at Diageo’s Cameronbridge Distillery.
Beckham has been the face of Haig Club, owned by Diageo, since 2014.
Ivan Menezes, Diageo chief executive, said: “David has been a fantastic partner for almost a decade and we are proud of what has been achieved with Haig Club.
“We look forward to seeing how David broadens his business portfolio over the coming years and thank him for his hard work and commitment to our brand.”
In August 2016, Beckham and Diageo released the first permanent line extension of Haig Club, called Clubman.
Recent releases from the brand include an orange-flavoured spirit drink, designed to create an accessible entry route into the whisky category for non-whisky drinkers.
Through the brand’s partnership with Beckham, it has benefitted from sponsorship deals including becoming the ‘official whisky’ of Beckham-backed football team Inter Miami CF.