Arsenal FC Just Inked a Multi-Year Partnership With One of the World’s Biggest Scotch Whisky Brands
Arsenal joined forces with Chivas Regal Scotch Whisky in a multi-year partnership. (Photo: Arsenal/Chivas Regal)
Arsenal and Chivas Regal announced on Wednesday a multi-year partnership championing both men’s and women’s soccer teams. The whisky brand will become Arsenal F.C.’s official whisky partner just in time for the 2024-25 season.
Chivas Regal is a major scotch whisky brand, and a whopping $4.6 million cases of the spirit sold in 2023, making it the world’s third-best-selling scotch of the year.
As part of the multi-year partnership, Chivas intends to generate content and curate “global live experiences” to take fans behind the scenes with celebrity fans, creators and Arsenal icons.
“Our partnership with Arsenal goes beyond whisky and football; it’s about unlocking a new layer football culture for fans, both here in the UK and across the globe — extending the experience of the beautiful game we all love far beyond the pitch,” Chivas Global Marketing Director Nick Blacknell said in a news release. “The partnership will stay true to our history in culture and community and reinforce our commitment to bringing elevated luxury experiences to fans across the world.”
The partnership is off to an exciting start, as Chivas intends to join forces with Arsenal pubs like The Drayton Park to buy a round of Chivas Highballs for Arsenal fans right before the team’s game against Wolves. The brand intends to celebrate Arsenal Women’s inaugural game by offering a Chivas Highball giveaway on Sept. 22.
“We’re proud to welcome Chivas Regal to our family of partners,” Arsenal Chief Commercial Officer Juliet Slot said. “It’s a brand renowned for its cultural and community ties, and they share an always forward mindset that is so important to our club values and ambition. We’re excited to work together to better serve our supporters and bring our communities from around the world closer to our club.”
Chivas Regal’s ancestral home, Scotland, has a longstanding link with the Arsenal football club. A Scotsman named David Danskin founded Arsenal in 1886, though the storied football club went by the name Dial Square at the time.
The scotch whisky brand additionally shared that one of the team’s most famous players, George Graham, was from Scotland, making the partnership a particularly meaningful one, with plenty of exciting features in the pipeline.
“We can’t wait to reveal what we have in store over the next few months and look forward to toasting the 2024 Premier League season together at our new Emirates bar on Saturday,” Blacknell concluded.
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