Staff Reporters
Mar 30, 2012

Brown Forman, Singapore Indoor Stadium enter sponsorship deal

SINGAPORE - Singapore Indoor Stadium (SIS) has sealed a sponsorship deal with the Brown Forman Corporation which sees the latter’s Jack Daniel’s brand become the official whiskey of the stadium.

The Jack Daniel’s Sky Bar
The Jack Daniel’s Sky Bar

The agreement also sees the establishment of a Jack Daniel’s Sky Bar in a newly refurbished space with a bird's eye view of the arena bowl on level three of the stadium. Here patrons can enjoy Jack Daniel’s Tennessee Whiskey products and special cocktail mixes.

In the agreement brokered by World Sport Group, Jack Daniel’s will enjoy exclusive pourage rights and numerous opportunities at the SIS to promote its brand as the official whiskey, through in-venue signage and direct customer interaction.

It will also support the stadium’s concessionaire’s operation of a mobile bar at the venue’s east entrance and outdoor tents at the premium entrance.

Brian Bulacja, business development manager for SEA at Jack Daniel’s, noted that the tie-up with SIS gives the brand tremendous opportunity to expose the product to patrons. “Customers can now enjoy Jack Daniel’s in a cosy branded JD bar while catching the many great concerts and performers that SIS attracts.”

Mark Collins, managing director at SIS, said, “These are very exciting times as we have been attracting more and more partners and sponsors to the iconic Singapore Indoor Stadium and we look forward to sharing more great news in the near future.”

The agreement also includes the appointment of Brown Forman's Finlandia Vodka as the stadium’s official vodka.

Reported earlier this year, global payments and technology company MasterCard also sealed a sponsorship deal with SIS, which saw the VIP Lounge at the stadium rebranded as the MasterCard SIS VIP Lounge.

 

Related Articles

Just Published

10 hours ago

Russell Brand case: 'Legal and PR strategies need ...

The scandal is a reminder of why legal and PR strategies must work closely together, a leading comms figure says.

10 hours ago

TikTok claims it's underrated by analytics, ...

After research suggesting TikTok ‘only gets 21% of credit for clicks’, the platform's new first-party data measurement tool aims to resolve the issues.

11 hours ago

Cars remain a status symbol for young India: Maruti ...

Shashank Srivastava, the automaker's senior executive officer, marketing and sales, speaks with Campaign India on the sidelines of a campaign rolled out to celebrate six years of its Arena retail offering.

11 hours ago

Lego's 'playable' action movie shows parents the ...

Campaign was made in-house by Our Lego Agency and Accenture Song’s Droga5 Dublin.