Luxury Scotch whisky brand Chivas Regal and football club Arsenal have announced a multi-year partnership, highlighting their commitment to community engagement and cultural advancement.
As Arsenal’s first Official Whisky Partner, Chivas Regal will support the men’s and women’s teams starting with the 2024/25 season.
The partnership will offer fans exclusive content and global events featuring first-team players and club legends.
Chivas will also enhance the matchday experience at Emirates Stadium with a new bar offering exclusive Chivas Highball serves.
To celebrate the partnership’s launch, Chivas will collaborate with local Arsenal pubs to offer fans Chivas Highballs before the match against Wolves.
The initiative will extend to the Arsenal Women’s team, with giveaways planned for their match against Manchester City Women on 22nd 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.”
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, supporting major leagues and grassroots levels as well as global high-energy events.
The ‘Regal FC digital platform, launched in 2021, offers fans exclusive behind-the-scenes content from some of the biggest names in football- from players and presenters to DJs and designers.
Scotland, the home of Chivas Regal, also played a role in the creation of the club. Dial Square Football Club was founded in October 1886 by Scotsman David Danskin, who was also the first captain of the side.
Arsenal legend George Graham also hails from Scotland, leading the club to a multitude of honours as both a player and manager.
Chivas Regal continues to innovate in football, blending sport, culture, and lifestyle.
Fans can follow the partnership on Instagram or visit Chivas.com.
