The collaboration, a first for the Barclays Premier League club with a spirits brand, aims to communicate responsible drinking to consumers and a through-the-line campaign will launch in September in China, India, Japan, Korea, Thailand and Vietnam.
“We are encouraged by the opportunities that this breakthrough partnership will deliver for the Smirnoff brand and our consumers in Asia Pacific,” said, James Thompson, marketing and innovation director for Diageo, Asia Pacific.
“The partnership will have immediate and sustainable appeal with our target audience and also provide Smirnoff with a unique platform to take the lead in promoting responsible drinking through targeted and engaging programmes.”
David Gill, Manchester United’s chief executive, added: “We have 81 million fans in Asia and we look forward to working together to promote Smirnoff in Asia and strongly support the use of the sponsorship as a platform for responsible drinking.”
Diageo's Smirnoff partners Manchester United for responsible drinking push
ASIA-PACIFIC - Diageo has announced a two-year deal with Manchester United, to become official spirits sponsor and responsible drinking partner of the football club for its Smirnoff vodka brand in Asia-Pacific.
