Captain Morgan is making an 8-figure commitment to partner with Major League Soccer and 5 of its teams
for its apparel deal, and in the few years since, MLS has added or renewed deals with the likes of Audi, Heineken, MGM Resorts, Home Depot and meditation app Headspace.Diageo’s spiced rum brand has agreed to a three-and-a-half-year deal, which starts this month and runs through the end of 2022.
Christina Choi, Diageo’s senior vice president for rum, tequila and gin, says the brand will look to add more team deals for the 2020 season. “This is really going to be our biggest and most integrated sports sponsorship,” says Choi. It also marks the first time that Captain Morgan will be a national partner with a major sports league.
“We’ve been really excited,” says MLS senior vice president of business development Carter Ladd. “Anytime you can be front and center with a market leader, that’s a great thing.” Ladd says the league spent the better part of a year speaking with various spirits brands, but ultimately the choice was obvious: “Captain Morgan was a clear leader in the clubhouse for us.”
Financial terms of the contract have not been released, although a source with knowledge of the deal says that, between the league and team partnerships, Diageo is making an eight-figure commitment across the term of the deal. That’s a significant investment, albeit an affordable one for a liquor conglomerate with a $100 billion market cap, and it’s logical given some disappointing sales numbers. Diageo’s stateside rum sales have lagged—Captain Morgan’s net sales in the United States were
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