Austin FC, the 27th club in Major League Soccer (MLS), announced today that it has entered into a multi-year sponsorship agreement with Diageo North America, a leader in beverage alcohol with an outstanding collection of some of the industry’s most iconic brands. Such as Johnnie Walker, Don Julio, Smirnoff, and Captain Morgan, just to name a few.
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.
This founding partnership grants Captain Morgan entitlement rights to the Q2 Stadium East Club hospitality area (shown above), which is now named 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. Not a bad place to enjoy your time at the 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. We look forward to opening the doors of the Captain Morgan Club and providing fans with an unforgettable experience for many matchdays to come.”
– Andy Loughnane, President of Austin FC
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.. 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.”
– Ed Pilkington, Chief Marketing and Innovation Officer for Diageo North America
I am so excited to visit sports stadiums again this year, eat an abundance amount of food, and wash it all down with a cold pint. Hopefully, I’ll find myself at Q2 Stadium with my friends Diego North America to enjoy the festivities.
For those in the Austin and Central Texas area, keep a close eye on this collaboration. In addition to Captain Morgan taking over the hospitality area, Diageo North America will be working closely with Austin FC throughout the duration of the partnership on a range of programming that will include community and consumer activities.
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