This multi-year partnership with Austin FC marks a reinforcement
of the brand's commitment to not only the game of soccer in the United States,
but also to the city of Austin and the dedicated fans who have waited years for
this historic inaugural season.
The groundbreaking founding sponsorship agreement establishes Captain Morgan as an Official Partner of Austin FC and grants Captain Morgan entitlement rights to the Q2 Stadium East Club hospitality area, which now becomes The Captain Morgan Club. The brand-new, state-of-the-art bar and club will provide East Club members with an exclusive, top-flight food and beverage experience during Austin FC home matches and events hosted at Q2 Stadium.
"We know that Austinites have a fondness for
indoor-outdoor gathering spaces, and we are proud to introduce The Captain
Morgan Club as the official name for the East Club hospitality area at the
stadium, which will offer an indoor-outdoor gathering space that is unique to
MLS stadiums for members and non-members alike," said Andy Loughnane,
President of Austin FC. "We look forward to opening the doors of the
Captain Morgan Club and providing fans with an unforgettable experience for
many matchdays to come."
The signature indoor-outdoor design of The Captain Morgan
Club will produce one of the most distinctive hospitality destinations within
sports and entertainment. The unique functionality of the Captain Morgan Club
on Austin FC matchdays establishes a flexible service model that begins with
exclusive access to members prior to and during the match before opening to all
ticketed guests after the match concludes.
"Since Diageo and Captain Morgan signed its first
official partnership with Major League Soccer in summer 2019, we have witnessed
the sustained expansion of the league and continue to be excited by the sport's
ultra-passionate fanbase. It's just a great time for the growth of the sport
here in the U.S.," said Ed Pilkington, Chief Marketing and Innovation
Officer for Diageo North America. "Matching that fan passion with a city
like Austin, TX; rich with personality and culture is a great cocktail! We
can't wait to put down our roots and witness that passion in Austin's first
major professional sports team. All of us at Diageo look forward to working
with Austin FC to show the club's supporters and the city that Diageo and
Captain Morgan is committed to providing them with the top-tier gameday
experience they deserve."
Excel Sports Management's properties division, the
go-to-solution for commercial strategy development and the sale of marquee
partnership assets such as stadium naming rights and on-uniform branding,
assisted Austin FC management in the sourcing and finalization of the Diageo
North America agreement.
Additionally, as the exclusive spirits partner of Q2
Stadium, Diageo North America will work closely in tandem with Captain Morgan
and Austin FC throughout the duration of the partnership on a range of
programming that will include community and consumer activities across Austin
and Central Texas.
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