Pernod Ricard’s Chivas Regal blended scotch whisky has purchased ‘official whisky partner’ status with English Premier League soccer team Arsenal.
The transaction, framed as a “multi-year partnership”, has been confirmed ahead of the start of the 2024-25 season this weekend. Financial details were not disclosed.
The CEO of the group’s Chivas Brothers division, Jean-Etienne Gourgues, visited the club’s Emirates Stadium in north London earlier this week, meeting Arsenal CCO Juliet Slot.
The sponsorship, which applies to both Arsenal’s men’s and women’s teams, will commence with an offer of free Chivas highball serves to matchday attendees at several on-premise venues local to the stadium. Chivas Regal joins US-based Athletic Brewing Co on Arsenal’s roster. The brewer’s namesake 0.5%-ABV beer brand, Run Wild IPA, announced its arrangement last week.
Chivas Regal joins the group Jameson Irish whiskey brand on England’s soccer scene; the latter is one year into a four-year ‘official partner’ arrangement with the English Football League, which runs the three leagues below the EPL. Diageo’s Guinness brand starts its four-year sponsorship of the EPL this season.
Pernod Ricard, which posted a 2% dip in nine-month sales in April, will report its full-year results to the end of June on 29 August.
