Luxury Scotch whisky Chivas Regal and iconic global football club, Arsenal, have just announced a new multi-year partnership, emphasising their commitment to championing community, progressing culture, and celebrating collective success.
Chivas Regal will become the club’s first Official Whisky Partner ahead of the 2024/25 season, supporting Arsenal’s men’s and women’s teams.
The partnership will celebrate both brands’ shared ambition for success and commitment to their communities around the world. It will take supporters behind the scenes through exclusive content and global live experiences featuring men’s and women’s first team players, celebrity supporters, creators, and club legends.
Chivas is also set to elevate the matchday experience for supporters at Emirates Stadium by launching a new Chivas Regal bar within Dial Square. The bar will tap into football culture with a curated selection of classic, and exclusive to the Emirates, Chivas Highball serves.
To kick off the partnership in style and in a bold display of its passion for football, Chivas Regal will host a series of captivating watch parties for Arsenal matches in Nigeria, providing fans with an unparalleled blend of football thrill and premium whisky delight.
This partnership epitomizes the shared commitment to excellence that defines both Chivas Regal and Arsenal. Club fans and football enthusiasts alike will have the chance to participate in live games and social media contests, where they can win exclusive prizes from the brand. Participants can also savour their favourite Chivas Regal whisky while experiencing the exhilarating atmosphere of the beautiful game.
“Partnering with a club as iconic as Arsenal really reflects Chivas Regal’s dedication to excellence,” said Evane Chenuet, Marketing Director, Pernod Ricard Nigeria. “This partnership isn’t just about whisky—it’s about giving our fans a special way to connect with the game they love and be part of the Arsenal legacy.”
“Our partnership with Arsenal goes beyond whisky and football; it’s about unlocking a new layer of football culture for fans, here in Nigeria, but also in the UK and across the globe – extending the experience of the beautiful game we all love far beyond the pitch.
The partnership will stay true to our history in culture and community and reinforce our commitment to bringing elevated luxury experiences to fans in Nigerian. We can’t wait to reveal what we have in store over the next few months and engage with Nigerian Fans & Football community.”
Juliet Slot, Chief Commercial Officer at Arsenal said: “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. We’re excited to work together to better serve our supporters and bring our communities from around the world closer to our club.”
Football has been an integral part of the Chivas Regal story since 2018, and today it showcases an unwavering support for the beautiful game, and the community who come together to make it what it is. From club partnerships spanning major league and grassroots level, to global high-energy events crossing continents and uniting footballers, content creators, talent, and fans in unforgettable experiences.
In 2021, Chivas launched its innovative ‘Regal FC’ digital platform which gives fans exclusive, behind-the-scenes content from some of the biggest names in football – from players and presenters to DJs and designers. Chivas’ dedication to football has not only raised the game but also fostered a vibrant, global community of passionate fans.
Scotland, the home of Chivas Regal, also played a role in the creation of the club, with Dial Square Football Club founded in October 1886 by Scotsman, David Danskin, as well as being the first captain of the side.
Arsenal legend George Graham also heralded from Scotland, leading the club to a multitude of honours as both as player and manager.
Chivas Regal continues to bring innovation and excitement to the world of football, seamlessly blending sport, culture, and lifestyle.
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