Diageo reveals Man U deal

Regional -  Diageo's Smirnoff Vodka has signed a two-year APAC sponsorship agreement with Manchester United Football Club with the latter now becoming official spirits sponsor and responsible drinking partner for the brand across the region.

Through this partnership, Smirnoff hopes to highlight its rank as the world's number one premium spirit, and a through-the-line campaign 'Spirit of Champions' has been developed to be released in late 2008. A campaign centered on responsible drinking, with the message 'United against drunk driving', will also launch.

Manchester United was recently crowned champion of their domestic league and the UEFA Champions League.

"We believe the partnership will have immediate and sustainable appeal with our target audience and also provide the brand with a unique platform to take the lead in promoting responsible drinking through targeted and engaging programmes. We have made a long-term commitment to promote responsible drinking and it will be a key element of our activation," James Thompson, Diageo's marketing and innovation director for APAC, said.

Diageo has self-imposed guidelines to endure its marketing is socially responsible and abides by local regulatory marketing codes.