Diageo Announces Partnership With the New York Giants and New Meadowlands Stadium

Captain Morgan Spiced Rum and Smirnoff Vodka Brands Look to Make Big Impact with Big Blue

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Jun 28, 2010, 08:00 ET

NEW YORK, June 28 /PRNewswire-FirstCall/ -- Diageo, the world's leading premium drink business with a collection of brands across spirits, wine and beer, today announced a sponsorship deal with the National Football League's (NFL) New York Giants and the New Meadowlands Stadium in East Rutherford, New Jersey. Activation around the multi-year deal, which goes into effect immediately, will highlight the Captain Morgan and Smirnoff brands, with continued programs around responsible drinking.

"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. Additionally, adult fans will have the opportunity to enjoy the game at the New Meadowlands Stadium from two world-class branded bars featuring Captain Morgan and Johnnie Walker respectively.

"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, a first of its kind in professional sports.

"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.

ABOUT DIAGEO

Diageo (Dee-AH-Gee-O) is the world's leading premium drinks business and industry leader in promoting responsible drinking, with an outstanding collection of beverage alcohol brands across spirits, wines, and beer categories. These brands include Johnnie Walker, Guinness, Smirnoff, J&B, Baileys, Cuervo, Tanqueray, Captain Morgan, Crown Royal, Beaulieu Vineyard and Sterling Vineyards wines. Diageo is a global company, trading in more than 200 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands, and performance, visit us at http://www.diageo.com.

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