Image: Juliet Slot, chief commercial officer at Arsenal, and Jean-Etienne Gourgues, chairman & CEO at Chivas Brothers

 

Chivas Regal has announced a multi-year partnership with London football club Arsenal, under which the brand will be Arsenal’s first official whisky partner.

 

Through the partnership the brands will produce content and live experiences featuring first team players from Arsenal men’s and women’s teams, celebrity fans, creators, and more. 

 

Chivas Regal will also launch its own bar at Emirates Stadium, which will serve a selection of classic and stadium-exclusive highball options. To kick off the partnership, Chivas Regal will link with local Arsenal pubs to give fans a free Chivas highball before the first game of the season. The giveaway will run again in September for the first Arsenal Women game in September.

 

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.”