Scotch whisky brand Chivas Regal has announced a multi-year partnership with football club Arsenal.
As the club’s first official whisky partner, Chivas Regal will be supporting both the men and women’s teams.
The news comes after the launch of Chivas Regal’s FC project in 2021 – a digital platform that spotlights football culture around the globe.
According to the Scotch whisky brand, the partnership will ‘celebrate both brands’ shared ambition for success and commitment to their communities around the world’.
The brand plans to achieve this goal by taking supporters behind the scenes through content creation and live experiences.
Chivas Regal also wants to ‘elevate the matchday experience’ by launching a bar at Emirates Stadium.
To mark the start of the partnership, Chivas Regal teamed up with selected Arsenal pubs to buy fans a round of Chivas Highballs, ahead of the football team’s match against Wolves.
The brand also plans to do a similar giveaway on September 22, the date of Arsenal Women’s match against Manchester City Women.
Nick Blacknell, global marketing director at Chivas Regal said: ‘The partnership will stay true to our history in culture and community and reinforce our commitment to bringing elevated luxury experiences to fans across the world.’
Juliet Slot, chief commercial officer at Arsenal added: ‘We’re proud to welcome Chivas Regal to our family of partners. It’s a brand renowned for its cultural and community ties, and they share an always forward mindset that is so important to our club values and ambition.’