Diageo has announced Johnnie Walker will sponsor the Seven Network’s Friday night AFL broadcast.
The integrated sponsorship of Seven’s prime time Friday Night Football coverage will commence on Friday, April 27, when the Western Bulldogs take on the Carlton Blues at Etihad Stadium.
It will include 15 and 30 second spots, branded billboards as well as in-broadcast editorial integration.
The Seven Friday Night Football integrated sponsorship will be complemented by the recently launched ‘Next Step’ TV commercial airing in games throughout the season, commencing on Tuesday, April 24, during the live broadcast of the Melbourne Demons and Richmond Tigers game at the MCG and through to the Finals series in September.
It has also revealed the brand will be Official Spirits Partner of Melbourne Football Club for the 2018 season.
Adam Ballesty, Marketing and Innovation Director, Diageo Australia said: “Last month when we launched our first Australian Johnnie Walker campaign in a decade we promised big things for the world’s most iconic Scotch Whisky.
“This has already been a huge week for Johnnie Walker. Globally, we announced a A$276 million investment over three years in Scotch whisky tourism centring on an immersive, state-of-the-art Johnnie Walker visitor brand experience in Scotland, reinforcing our commitment to the brand that is the driving force of the Scotch category.
“Now today, I’m pumped to be sharing the news that in Australia, Johnnie Walker will also be a proud supporter of Friday night’s appointment viewing TV broadcast of the AFL as well as a partner of the AFL’s founding and arguably most prestigious club, the seminal Melbourne Demons.
“At the heart of both Johnnie Walker and Aussie Rules is a pioneering spirit and so when we looked at a potential partnership for the world’s number one Scotch Whisky we immediately knew this was the right platform for our brand. Between us we have more than three centuries of heritage, experience and triumphant stories of progress and success.
“This is a partnership that we hope to continue and grow for many years to come.”
Pat Moloughney, Network Director of Sport Sales, Seven Network said: “We’re thrilled to align with Diageo and the Johnnie Walker team as we walk the path together with Melbourne Football Club for the 2018 AFL Season.
“We’ll provide Johnnie Walker with a platform to amplify their brand in an authentic and relevant manner for our national audience on Australia’s biggest football stage.”
Peter Jackson, Melbourne Football Club CEO, believes Johnnie Walker’s partnership with the club will be an engaging way to share the Johnnie Walker story and the exceptional quality of the Johnnie Walker range with fans of Australia’s favourite football code.
“The club is excited to welcome Johnnie Walker as a partner of Melbourne. Both organisations share a proud history and we’ve been impressed by the way Johnnie Walker’s brand has continued to evolve over their journey as an organisation.
As part of Diageo’s commitment to responsible consumption of alcohol and marketing of its brands, Johnnie Walker will host DRINKiQ training in partnership with Melbourne Football Club for its staff and players.
The partnership complements Johnnie Walker’s recently launched $15 million campaign ‘The Next Step’ that is being activated over the next 18 months in the Australian market.
Black Label remains the number one selling deluxe Scotch whisky in the world, and in Australia it’s fuelling category growth, contributing 15% of the $27.8m RSV growth since July 2017.
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