Luxury Scotch whisky Chivas Regal and Arsenal football club have announced a new multi-year partnership.
Chivas Regal will become the club’s first Official Whisky Partner ahead of the 2024/25 season, supporting Arsenal’s men’s and women’s teams.
'Elevated Luxury Experiences'
“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," said Nick Blacknell, Chivas global marketing director.
"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."
Chivas Regal Bar
The new partnership aims to take supporters behind the scenes through exclusive content and global live experiences featuring men’s and women’s first team players, celebrity supporters, creators, and club legends.
Chivas also plans to open a new Chivas Regal bar within Dial Square at Emirates Stadium.
'Community Ties'
“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," said Juliet Slot, chief commercial officer at Arsenal.
"We’re excited to work together to better serve our supporters and bring our communities from around the world closer to our club.”
Chivas Highballs
To launch the partnership and celebrate the season’s opening match, Chivas Regal has teamed up with a selection of local Arsenal pubs including the newly reopened The Drayton Park to buy Arsenal fans a round of Chivas Highballs, ahead of Saturday’s match against Wolves.
Chivas and Arsenal will also be celebrating the first Arsenal Women’s game at their main home of Emirates Stadium, by bringing their Chivas Highball giveaway to their first match on September 22 against Manchester City Women.
Scottish Connection
Some Arsenal supporters may not know that Scotland, the home of Chivas Regal, also played a role in the creation of the club, with Dial Square Football Club founded in October 1886 by Scotsman, David Danskin, as well as being the first captain of the side.
Arsenal legend George Graham also heralded from Scotland, leading the club to a multitude of honours as both as player and manager.
