Chivas Regal Scotch Whisky has announced a multi-year partnership with the iconic Arsenal Football Club. Ahead of the upcoming 2024/25 season, Chivas Regal will become the Official Whisky Partner for Arsenal, the first such brand to do so. Both the men’s and women’s teams will be supported by the partnership.
Featuring pop-ups, exclusive events, content, and pub promotions, the partnership will support both brands’ commitment to their communities and ambitions for the future.
One such pop-up will be The Dial Bar, a Chivas Regal bar set to open in Dial Square at Emirates Stadium, the home of Arsenal Football Club. There, curated Chivas Regal cocktails will be served to supporters, such as the Chivas Highball.
Chivas Regal & The Premier League Kick Off
Arsenal is set to play the Wolverhampton Wanderers F.C. in the team’s first Premier League game of the season this Saturday at the Emirates Stadium. The squad is chasing their first Premier League title since 2004. The team lineup includes household names such as Bukayo Saka and Declan Rice, who helped steer the England national football team to the final of the Euros this year.
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In celebration of the start of the Premier League season, Arsenal and Chivas have teamed up with local pubs around the stadium to give away Chivas Highballs to excited Gooners (the nickname for Arsenal fans). The same will be done on September 22nd when Arsenal Women kick off against Manchester City Women.
Supporting The Beautiful Game
Speaking about the new partnership, Chivas Global Marketing Director Nick Blacknell said: “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.”
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Arsenal’s Chief Commercial Officer, Juliet Slot, added: “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.”
Regal F.C.
This is not the first time that Chivas Regal has forayed into football. In 2021, the brand launched ‘Regal F.C.’, an online platform that, according to a brand press release: “ gives fans exclusive, behind-the-scenes content from some of the biggest names in football – from players and presenters to DJs and designers. Chivas’ dedication to football has not only raised
the game but also fostered a vibrant, global community of passionate fans.”
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