Further strengthening its American brand identity, Captain Morgan has been announced as club partners for Inter Miami CF, Los Angeles FC, Minnesota United and Nashville Soccer Club.
Along with becoming an official partner of Major League Soccer (MLS) last season, D.C. United, New York City FC, Philadelphia Union and Seattle Sounders FC are also sponsored by the DIAGEO owned rum brand, taking the total to eight MLS team partnerships.
Christina Choi, DIAGEO Senior Vice President, Rum, Gin & Tequila stated: “As we get ready to kick off our first full season with Major League Soccer, we can’t believe how fortunate we are to have a group of partner clubs like this.
“Getting to know all of these passionate supporters across the country in 2019 was incredible, but we know we’ve only just started to scratch the surface in terms of what we can do together. We’re going to reach a whole new level of fun and fan engagement during the 2020 season.”
The new agreement grants Captain Morgan access to branding within Inter Miami CF Stadium, the Banc of California Stadium, Allianz Field and Nissan Stadium in order to represent the firm. As well as this, limited edition Captain Morgan Original Spiced Rum bottles, featuring team crests and colours, will be created for each of its new and existing partners.
Additionally, the company will run special events for over 21 spectators at Minnesota United on April 4th, Los Angeles FC on September 20th and Nashville SC on September 26th.
Captain Morgan will also continue to be a major partner in MLS’ growth, creating on-the-ground activations and social and TV content throughout the league’s 25th anniversary campaign.
The deal builds on the seeming increased willingness among U.S. sporting organisations to allow alcoholic brands into partnership schemes such as the NBA’s recent partnership with Cognac brand Hennessy.