The iconic blended Scotch whisky brand will become the club’s Official Whisky Partner, celebrating their shared ambition for collective success ahead of the new season.
To mark the partnership, Chivas Regal and Arsenal are treating the local community and spirited Gooners to a pre-match round with a Chivas Highball giveaway across local pubs.
LONDON, 14 August 2024 /PRNewswire/ – Luxury Scotch whisky brand Chivas Regal and renowned global football club Arsenal have today announced a new multi-year partnership, highlighting their commitment to championing community, advancing culture, and celebrating collective success. Chivas Regal will become the club’s first Official Whisky Partner ahead of the 2024/25 season, supporting both Arsenal’s men’s and women’s teams.
The partnership will celebrate the shared ambition for success and commitment to communities worldwide that both brands hold dear. Fans will gain exclusive insights through behind-the-scenes 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 enhance the matchday experience for supporters at Emirates Stadium by launching a new Chivas Regal bar within Dial Square. The bar will connect with football culture through a curated selection of classic and exclusive Chivas Highball serves available only at the Emirates.
To kick off the partnership in style and celebrate the season’s opening match, Chivas Regal has teamed up with a selection of local Arsenal pubs, including the newly reopened The Drayton Park, to treat spirited Gooners to a round of Chivas Highballs ahead of Saturday’s match against Wolves. Chivas and Arsenal will also celebrate the first Arsenal Women’s game at Emirates Stadium by bringing their Chivas Highball giveaway to the match on 22nd September against Manchester City Women.
Nick Blacknell, Chivas Global Marketing Director, commented: “Our partnership with Arsenal goes beyond whisky and football; it’s about unlocking a new layer of football culture for fans, both here 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 across the world. We can’t wait to reveal what we have in store over the next few months and look forward to toasting the 2024 Premier League season together at our new Emirates bar on Saturday.”
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 demonstrates unwavering support for the beautiful game and the communities that unite to make it what it is. From club partnerships at both major league and grassroots levels to global high-energy events that cross continents, uniting footballers, content creators, talent, and fans in unforgettable experiences. In 2021, Chivas launched its innovative ‘Regal FC’ digital platform, offering 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 elevated the game but also fostered a vibrant, global community of passionate fans.
Scotland, the home of Chivas Regal, also played a significant role in the creation of the club, with Dial Square Football Club being founded in October 1886 by Scotsman David Danskin, who was also the team’s first captain. Arsenal legend George Graham also hailed from Scotland, leading the club to numerous honours as both player and manager.
Chivas Regal continues to bring innovation and excitement to the world of football, seamlessly blending sport, culture, and lifestyle. Supporters can keep up to date with the new partnership by following @ChivasRegal on Instagram or visiting Chivas.com.