Aviation American Gin has been named an official sponsor of the National Football League (NFL) in the US. The multi-year partnership begins in 2022 and will feature digital, social and broadcast content.
Aviation joked on Facebook: “And to think, we were just going to do an office Fantasy Football League this year.”
In June, the NFL welcomed Diageo, which bought Aviation Gin last year, as its first ever Official Spirits Sponsor. The multi-year sponsorship includes opportunities for on-site activation and engagement with adult fans, as well as broadcast, digital, and social content from NFL Kickoff through the Super Bowl.
“NFL games have the powerful ability to bring people together, and that very much ties into what our brands at Diageo are all about: bringing people together to celebrate life,” said Ed Pilkington, Chief Marketing & Innovation Officer, Diageo North America. “This is a perfect match. We are energized about bringing new and exciting programs and experiences to the NFL’s passionate adult fan base, while continuing to use our platform to champion social responsibility in every way.”
“We’re thrilled to welcome Diageo, a global leader in the spirits industry, to the NFL family as our first ever spirits sponsor,” said Renie Anderson, Chief Revenue Officer and Executive Vice President of NFL Partnerships. “We look forward to working with Diageo on innovative programs to elevate their business, as well as furthering the important message around responsible drinking.”
Aviation’s canny soccer move
It’s not Aviation’s first foray into sport. Reynolds bought Welsh soccer team Wrexham earlier this year with fellow actor Rob McElhenney.
As part of their deal to take 100% control of Wrexham AFC from the Wrexham Supporters Trust, Reynolds and McElhenney invested £2million into the club.
And the decision is paying off big time for both the Wrexham and Diageo. The team is on a winning streak; TikTok, Aviation Gin and Expedia have signed on as sponsors; and its popularity is spiking around the globe.
When Wrexham won its first game of the season, Reynolds celebrated by raising an Aviation cocktail on TikTok, in a video that’s been viewed 1.3 million times.
Reynolds and McElhenney even created a humourous video to celebrate the inclusion.
“Our first full season as Wrexham owners has begun, yet many people still don’t know where Wales is,” the duo said. “Many people think that Wales is in England. It is not!
“It is in a region known as Rest of World – an important geographic area known for its random assortment of cultures, climates and football clubs.
“If you’re planning on visiting Rest of World, please consider visiting Wrexham,” the two conclude, before Reynolds is heard to mutter: “What the f*ck is Rest of World?!”