Cîroc has secured “official vodka partner” status for the next season of the TCL team-golf league in the US.
The “multi-year” deal will see the brand, which until recently was owned outright by Diageo, take a hospitality role at SoFi Center in Palm Beach Gardens, Florida, where the league begins its second season on 28 December. As part of the agreement, the brand will anchor the venue’s upgraded Cîroc Athletic Club, a shared premium suite offering all-inclusive food, bar service and cocktail experiences.
The wider deal also includes pouring rights at the venue and the creation of the ‘Cîroc Transfusion’ serve. Financial details behind the arrangement were not disclosed.
In April, Diageo agreed an equity stake swap with brand investment group Main Street Advisors that saw the Lobos 1707 tequila brand replace Cîroc in its portfolio. Majority control of the vodka’s brand rights in North America is now controlled by a joint venture between the two.
“TGL is one of the most exciting intersections of sport and culture happening right now,” said Nick Tran, the president & CMO of the JV, which also handles Lobos 1707 worldwide. “It represents exactly the kind of modern stage where Cîroc shows up best.”
