Captain Morgan has become MLS’s official spiced rum and exclusive spirits partner.
In a first for professional soccer in the USA, the MLS has signed a three-year agreement with Captain Morgan’s holding company Diageo.
And that’s not all. The League’s new policy of allowing its clubs to accept liquor and sports betting sponsorships has seen further signings.
Captain Morgan has also become official sponsors of five MLS clubs. They are Chicago Fire, DCF United, New York City FC, the Philadelphia Union, and the Seattle Sounders.
One result of these new partnerships; their adult fans of drinking age will be able to make highly unusual purchases. These are bottles of Captain Morgan Spiced Rum bearing the colors and crest of their chosen sponsored club
“From New York to Seattle to Los Angeles, everything about Major League Soccer is intensely passionate. The exciting growth of the sport in the US mirrors the energy that Captain Morgan stands for.”
The words were those of Christina Choi, a senior vice president of rum, gin, and tequila at Diageo when announcing the partnership.
It all kicks off at the All-Star Week in Orlando
“Our goal is to reward that dedicated fan base, and the crews that support their clubs each week with fun. We’ll kick off the fun later this month when we’re on the ground at All-Star Week in Orlando.”
Ed Pilkington, CMO, Diageo North America, had this take on the agreement: “For so many years,” he said, “we have billed Soccer as the sport of the future in the US.”
“With every new soccer-specific stadium that opens, every new attendance record set Major League Soccer surpasses. I’m confident that it’s not as much of a distant future as we once thought.”
“At Captain Morgan, we are proud to partner with Major League Soccer and look forward to all that we’ll accomplish together.”
Speaking for the MLS, Carter Ladd, its SVP of Business Development, said; “Captain Morgan believes in the future of MLS. They commit it to join us in our ongoing efforts to elevate soccer’s popularity to even higher levels in North America.”
Beginning this month, they will air several national TV commercials from Captain Morgan celebrating the new partnership. They will also be digital marketing content from @CaptainMorganUSA on Instagram and @CaptainMorganUS on Twitter.
I understand that Captain Morgan soccer jersey advertising with the clubs it sponsors will only begin in the new season in 2020.
About the MLS
Headquartered in New York City, Major League Soccer features 27 clubs throughout the United States and Canada. With future expansion teams in Nashville, Miami, and Austin, the League plans to have 30 clubs in the coming years.
About Captain Morgan: The brand is the number one selling spiced rum and the third largest selling spirit in the US
About Diageo
Diageo is a global leader in beverage alcohol with an outstanding collection of brands. They include Johnnie Walker, Crown Royal, Bulleit and Buchanan’s whiskeys and Smirnoff, Circo and Ketel One vodkas. Along with Captain Morgan, they also have Baileys, Don Julio, Tanqueray, and Guinness.
