Austin FC, the 27th club in Major League Soccer (MLS), said it signed a multi-year sponsorship agreement with Diageo North America.
What’s in it for Diageo: The Q2 Stadium East Club hospitality area 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. Also, 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.
Diageo North America made its first significant investment in Major League Soccer in 2019 when it entered into a deal that established Captain Morgan as the league’s exclusive spirits partner. 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.
“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.”