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Chivas Regal partners with Arsenal
Pernod Ricard-owned Scotch whisky brand Chivas Regal has signed a multi-year global partnership deal with Arsenal Football Club.
Chivas Regal will become the club’s first official whisky partner ahead of the 2024/25 season, supporting Arsenal’s men’s and women’s teams.
The partnership will celebrate both brands’ ‘shared ambition for success and commitment to their communities worldwide’.
It will take supporters behind the scenes through exclusive content and global live experiences featuring men’s and women’s first-team players, celebrity supporters, creators and club legends.
Juliet Slot, chief commercial officer at Arsenal, said: “We’re proud to welcome Chivas Regal to our family of partners. It’s a brand renowned for its cultural and community ties, and they share an always-forward mindset that is so important to our club values and ambition. We’re excited to work together to serve our supporters better and bring our communities from around the world closer to our club.”
Chivas is set to enhance the matchday experience for fans at Emirates Stadium by introducing a new Chivas Regal bar within Dial Square. The bar will feature a selected range of classic cocktails, and exclusive Chivas Highball serves, which will be available only at the stadium.
“Our partnership with Arsenal goes beyond whisky and football; it’s about unlocking a new layer of football culture for fans, both here in the UK and across the globe – extending the experience of the beautiful game we all love far beyond the pitch,” said Nick Blacknell, global marketing director of Chivas.
“The partnership will stay true to our history in culture and community and reinforce our commitment to bringing elevated luxury experiences to fans across the world. We can’t wait to reveal what we have in store over the next few months and look forward to toasting the 2024 Premier League season together at our new Emirates bar on Saturday 17 August.”
To kick off the partnership in style and celebrate the season’s opening match, Chivas Regal has teamed up with a selection of local Arsenal pubs including the newly reopened The Drayton Park to buy spirited ‘Gooners’ a round of Chivas Highballs, ahead of Saturday’s match against Wolves.
Chivas and Arsenal will celebrate the first Arsenal Women’s game at the Emirates Stadium by offering a Chivas Highball giveaway at the match on 22 September against Manchester City Women.
Football has been an integral part of the Chivas Regal story since 2018. In 2021, Chivas launched its Regal FC digital platform, which gives fans exclusive, behind-the-scenes content from some of the biggest names in football – from players and presenters to DJs and designers.
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