Sean “Diddy” Combs Announces CIROC as “The Toast of the NBA”
NEW YORK, Nov. 20, 2013 /PRNewswire/ – CIROC Ultra Premium Vodka and the National Basketball Association (NBA) today introduced a multiyear marketing agreement and unveiled “The Toast of the NBA” campaign. This announcement heralds a larger partnership entered into with the NBA by Diageo, the world’s leading premium drinks business and parent company of CIROC. As part of the agreement CIROC Ultra Premium, led by Sean “Diddy” Combs, will take the lead to drive responsible celebration with NBA fans nationwide.
“I’ve been a fan of the NBA all my life and am excited to build a greater relationship for CIROC Vodka with this growing entertainment platform,” said Sean “Diddy” Combs, who oversees all branding and marketing for CIROC. “Life is filled with moments of celebration and nothing brings people together in celebration quite like sports. With CIROC I hope to elevate these moments and help champion social responsibility among fans.”
Combs and CIROC Vodka will work closely with the NBA throughout the season on and off the court to elevate key NBA lifestyle events such as NBA All-Star and the NBA Playoffs with fun and engaging social media programming, consumer sweepstakes and activations that bring to life what Combs calls the ‘Art of Celebration.’ The NBA will also work with CIROC to produce a series of public service announcements. The videos will feature NBA talent and will air across multiple media platforms throughout the season.
“Our new partnership with Diageo and CIROC Ultra Premium Vodka will elevate celebratory moments around our game and champion responsible decision making,” said Mark Tatum, NBA Executive Vice President, Global Marketing Partnerships. “We look forward to working with a company like Diageo, which has a long history of finding fun and engaging ways to promote responsibility to adults around the world.”
Now that the league has tipped off an exciting new season, the makers of CIROC would like to remind fans around the world to celebrate responsibly. Whether you’re watching the game from inside your local arena, at home or at a favorite bar or restaurant – if you are drinking, be sure to designate a driver, call a cab or take public transportation to get home safely.
ABOUT CIROC VODKA
CIROC Ultra Premium Vodka is made from Fine French grapes, which are distilled five times, providing a crisp, clean taste and citrus nose. CIROC launched nationwide in September 2003. In October 2007, DIAGEO – the world’s largest spirits, wine and beer company – made spirits history by entering into a strategic alliance with entertainment entrepreneur Sean “Diddy” Combs, in which Mr. Combs and Combs Enterprises assumed the lead on all brand management activities for CIROC. The makers of CIROC Vodka launched flavors – CIROC RED BERRY and CIROC COCONUT – in February 2010 and CIROC PEACH inNovember 2011. In July 2013, the brand introduced CIROC AMARETTO. The brand received a 2013 Beverage Industry News Award of Excellence, was named 2011 Spirits Brand of the Year by Market Watch, and earned a double gold medal from the San Francisco World Spirits Competition in 2010.