• Loading stock data...
Wednesday, April 17, 2024
  • -
  • -
  • -
  • -

NFL Agrees to Landmark Deal With Diageo

Aaron Doster-USA TODAY Sports/Design: Alex Brooks

The National Football League is sipping on spirits for the first time ever in a new partnership with the world’s largest distiller, Diageo.

The deal — the NFL’s first with a liquor sponsor — is worth a reported $30 million per year. 

Roughly half the amount is for rights fees, and the deal does not cover the Super Bowl, per the Sports Business Journal. Diageo’s Guinness beer, however, will not be a part of the deal — Anheuser-Busch has held exclusive rights to beer advertising for the Super Bowl since 1975, with the duo’s last deal worth roughly $250 million per year.

With exclusive rights, Diageo will focus marketing on its Smirnoff vodka, Crown Royal whiskey, Captain Morgan rum, and Tanqueray gin brands across the NFL’s broadcast, digital, and social channels.

Wednesday’s announcement is the latest in a string of moves by the NFL to leverage the $97 billion U.S. spirits industry.

  • May 2019: NFL announced the decision to allow promotion of alcohol brands using team and player images. 
  • June 2017: The league began allowing spirit brands to advertise on game broadcasts, with a limit of four per game. 

Diageo, which has a market cap of $104.4 billion, was the first industry sponsor of NASCAR. It has ongoing deals with 12 NFL teams and aired the first spirits commercial after the league’s ban was lifted in 2019.

“What they’ve done from a responsibility standpoint to us, really stood head-and-shoulders above the other spirit companies,” said Nana-Yaw Asamoah, the NFL’s vice president of business development and sponsorship.

Copy Link
Link Copied
Link Copied

What to Read

To Sum Up Current Commanders, Coyotes Situations: It’s Complicated

The Commanders hire a Capitol Hill insider as the team continues its stadium pursuit.

For Caitlin Clark and Other Rookies: Now a 29-Day Sprint to WNBA Debut

The league regular season starts swiftly after college basketball ends.

O.J. Simpson Lawyer Says He Won’t Shield Estate From Goldman, Brown Families

The executor of Simpson’s will had previously said the Goldmans would get ‘zero.’
podcast thumbnail mobile
Front Office Sports Today

Can MLS Get Bigger Than MLB?


Featured Today

Women’s Basketball Finally Has a TV Deal to Match the Excitement. Now What?

A lucrative new media-rights contract could rectify problems of the past, but the future of March Madness media rights is anyone’s guess.
Mar 16, 2024; Washington, D.C., USA; North Carolina State Wolfpack forward DJ Burns Jr. (30) cuts the net after defeating the North Carolina Tar Heels for the ACC Conference Championship at Capital One Arena.
April 6, 2024

How Two College Seniors Helped DJ Burns Cash In on a Final Four Run

Two college seniors are facilitating deals for NC State’s big man.
Mar 31, 2024; Portland, OR, USA; NCAA officials measure the three point line while coaches from the Texas Longhorns and NC State Wolfpack watch with referees in the finals of the Portland Regional of the NCAA Tournament at the Moda Center center.
April 1, 2024

NCAA Has No One to Blame for Latest Women’s March Madness Transgressions

NCAA is still making avoidable mistakes three years after a complete overhaul.
Nov 16, 2015; Bloomington, IN, USA; General view of the championship banners at Assembly Hall prior to the game between Austin Peay and Indiana.
March 31, 2024

How to Make It in Basketball: Become a Manager at Indiana

Inside the Hoosiers’ unglamorous, profoundly rewarding incubator for basketball’s biggest names.


Powered By

Careers in Sports

Looking for a new job? Check out these featured listings and search for openings all over the world.
Multiple - USA Careers
Multiple - USA Careers
Dunham's Sports
Multiple - USA Careers

Chicago’s Sports Media About to Experience a Major Shake-Up

Three Chicago pro teams’ media rights could shift to Stadium as soon as this fall.
April 16, 2024

The Yankees’ Radio Voice Retires, Ending an Era of Longevity

The longtime Yankees radio announcer was an industry outlier in many respects.
April 16, 2024

Caitlin Clark Drives Massive WNBA Draft Audience for ESPN

Clark’s coronation was the most-watched WNBA telecast in decades.

Rapid Returns: How Technology Is Getting You Back to Your Seat

How Oracle’s POS technology is helping fans get back to their seats faster.
April 15, 2024

Star-Studded NBA Play-In a Potential Ratings Boon for ESPN and TNT

The initial portion of the NBA postseason features three former MVPs.
April 14, 2024

Calling the Masters Can Make You—or Break You

Legends are made at Augusta—as long as they do things Augusta’s way.
April 12, 2024

Lawsuit Alleges ‘Fraudulent Coup’ at Former ‘Sports Illustrated’ Publisher

A messy situation just keeps getting messier.
April 10, 2024

The Masters’ Broadcasters Take What They Can Get

During the first two rounds, ESPN’s coverage begins at 3 p.m. ET.