Shots of CÎROC are on deck after its parent company and the world's leading premium drinks business Diageo just announced their blockbuster partnership with the NBA. CÎROC Ultra Premium Vodka and the NBA celebrated their new multiyear marketing agreement and unveiled "The Toast of the NBA" campaign today (Nov. 20).
As part of their agreement, CIROC Ultra Premium, led by Sean "Diddy" Combs, will take the lead in pouring it up for responsible celebrations 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."
According to a press release, 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 equipped 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, with videos showcasing NBA talents.
"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."