Melbourne Football Club welcomes the world’s number one Scotch Whisky brand Johnnie Walker as an Official Partner in season 2018.
The partnership will see Diageo Australia’s Johnnie Walker brand become the Presenting Partner of some of the club’s most iconic events including: the Keith ‘Bluey’ Truscott Memorial Best & Fairest Award Dinner, the Business of Sport Luncheon and the Foundation Heroes Fundraising Dinner.
Diageo Chief Marketing Officer Adam Ballesty believes the partnership with Melbourne Football Club is ‘the next step’ in Johnnie Walker’s brand positioning.
“Last month when we launched our first Australian Johnnie Walker campaign in a decade, we promised big things for the world’s most iconic Scotch Whisky.
“Now today, I’m pumped to be sharing the news that in Australia, Johnnie Walker will also be a partner of the AFL’s founding and arguably most prestigious club, the seminal Melbourne Demons as well as a proud sponsor of Seven’s Friday night’s appointment viewing TV broadcast of the AFL.
“At the heart of both Johnnie Walker and Aussie Rules is a pioneering spirit and so when we looked at a potential partnership we immediately knew this was the right alignment for our brand. Between us we have more than three centuries of heritage, experience and triumphant stories of progress and success.
“This is a partnership that we hope to continue and grow for many years to come.”
Melbourne Football Club CEO Peter Jackson believes Johnnie Walker’s presenting partnership with key club events is a great way to introduce Johnnie Walker’s premium range of products to the club’s most passionate and influential supporters.
“The club is excited to welcome Johnnie Walker as a partner of Melbourne. Both organisations share a proud history and we’ve been impressed by the way Johnnie Walker’s brand has continued to evolve over their journey as an organisation.”
“Johnnie Walker expressed a desire to connect with the city of Melbourne as a key factor in their partnership consideration. I believe today’s signing is another example of the strength of the Club’s brand and our connection to the city of Melbourne.”
Melbourne believes the partnership in 2018 is the start of a longer-term partnership between both organisations.
