DIAGEO GETS ITS GAME ON

DIAGEO and the National Basketball Association (NBA) have announced a new multiyear marketing partnership that will make the drinks company the exclusive spirits partner of the league. Diageo brands Ciroc and Crown Royal will be integrated into marketing initiatives across the NBA and NBA Development League (NBA D-League), with Diageo conducting activities under the Baileys brand with the Women’s National Basketball Association (WNBA).

As part of this partnership, Crown Royal will further drive its “Reign On” campaign by providing fans access to players through video content on digital and broadcast channels. A multi-part video series titled “On Point” will debut on TNT and feature television personality Terrence J exploring game-changing NBA moments and other aspects of the NBA lifestyle. Additionally, a new digital series, “Reigning Moments of the Week presented by Crown Royal” will air on NBA Game Time on NBA TV and NBA.com. This weekly series will culminate with two “Reigning Moments” specials that will air during the season on NBA TV. Crown Royal will also extend this series and introduce a “Crown Royal Reigning Moments” digital series for the NBA D-League. Ciroc will have a presence at NBA All-Star 2O14 in New Orleans in February where it will be hosting a branded lounge and serve as the presenting partner of Club ene-be-a, an official party and celebration, that features live musical performances by Latin artists. Through this partnership, both Crown Royal and Ciroc will be featured prominently during NBA national game telecasts on ABC, ESPN and TNT, as well as NBA TV and NBA.com. Diageo will also release NBA-themed advertising at retail.