Jun 28, 2010 at 12:37 PM
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Big Blue Signs Up Morgan, Smirnoff For New Meadowlands

Global spirits company, Diageo, has secured a multi-year deal with the New York Giants and the New Meadowlands Stadium with activation highlighting the Captain Morgan and Smirnoff brands.

"The New York Giants and the New Meadowlands Stadium share the same vision and demands for quality and success as Diageo," said Alison Forrestal, General Manager, Diageo Mid-Atlantic. "This partnership is a touchdown in our eyes, as we're able to now effectively reach many of our brands' target consumers in the number one football market in the country with messages pertaining to responsible drinking."

The agreement allows for hospitality, brand visibility and signage throughout the complex, and sponsorship of the New York Giants' Post Game Show on WFAN-AM, the team's flagship radio station. Diageo will also receive usage rights to the New York Giants and Meadowlands Stadium trademarks in conjunction with the Captain Morgan and Smirnoff brands in New Jersey, New York and Connecticut. These trademarks will be utilized in on- and off-premise point of sale material, select advertising and store displays.

The New Meadowlands Stadium will feature two branded bars featuring Captain Morgan and Johnnie Walker and open to fans of adult drinking age.

"The New York Giants have built a legacy of providing great experiences for our fans both on and off the field and we are proud to be partnering with an organization like Diageo to continue this tradition in our new home," said Mike Stevens, CMO New York Giants. "Diageo's world class brands and commitment to responsible drinking are great fit for our club."

Diageo will also partner with the team and stadium on their ongoing responsible drinking platforms, which will include responsible drinking messages featured throughout the stadium concourse and stadium plaza video boards. A Diageo-sponsored responsible fan behavior video will also be featured throughout the stadium during home games.

The New York Giants and New Meadowlands Stadium are the latest NFL team and stadium deals brokered by Diageo. In 2009, Diageo's Crown Royal whisky brand entered into a team and stadium deal with the Dallas Cowboys and the newly opened Cowboys Stadium. For many years Diageo has also been a sponsor of the Washington Redskins, and in 2008 helped launch the "Director of Responsibility" position.

"Diageo's business and brands have always been about responsible celebration, and there are very few environments that compete with the NFL when it comes to being able to communicate these important messages to adult consumers in such a fun and engaging manner," said Guy Smith, Executive Vice President, Diageo.