Beckham Backs New Whisky

Beckham enjoys a drink with his L.A. Galaxy teammates in 2011. (Getty Images)

David Beckham has partnered with Diageo Beverages to promote a new whisky.

Beckham and his partners will develop the brand for Haig Club Single Grain Scotch Whisky produced for Diageo. This is Beckham’s first venture into alcoholic beverages, after releasing a line of fragrances earlier this year.

Diageo joins Jaguar, Sky, Breitling, Armani, Adidas, Samsung, Pepsi, Burger King, H&M, and Sainsbury’s in the list of brands promoted by the former Manchester United and England star.

“The House of Haig has a rich history and I’m proud to be working at the heart of a home-grown brand which has built an incredible heritage over 400 years,” Beckham said about the partnership in a release.

“Working closely with Diageo, we look forward to collaborating on Haig Club, valuing and treasuring the Haig traditions while reinventing this whisky for years to come.”

Schalke Retain Banking Partners

Regional banks, Volksbank Ruhr-Mitte and VR-Bank Westmünsterland, extended their partnership with Bundesliga club Schalke 04.

Each bank has been with the Gelsenkirchen based club since 2003 and will continue their partnership through July 2018.

Both banks will now become fourth tier sponsors, which will get them LED advertisements on the perimeter of Veltins-Arena as well as other promotions through the club.

Pepsi Launches Major Football Campaign

Though it is not an official FIFA World Cup sponsor, Pepsi hopes to leverage an increase in football interest for its own gain.

The soft drink giant has announced its 2014 football campaign under the slogan, “Now Is What You Make It.”

Lionel Messi, Robin Van Persie, and Sergio Aguero are among the players involved in a celebration of the game featuring art, music, and an interactive commercial.

Among the music featured will be a cover of David Bowie’s “Heroes” performed by Janelle Monae.

The interactive commercial allows users to explore the streets of Rio, interact with players, and affect the outcome.

By INSIDER’s Nick Devlin and Aaron Bauer

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