SW Campaign Imminent: Austin FC partners with Diageo ahead of 2021 inaugural season

MLS club Austin FC (AFC) recently announced a mult-year sponsorship with alcoholic beverage giant Diageo. Digaeo first started working with MSL with a 2019 deal that established Captian Morgan as the league's exclusive spirits partner; this AFC deal does the same for this specific brand. This new AFC partnership reinforces the brand's commitment to US soccer and to the city of Austin, including the city's dedicated fans who have waited years for its upcoming inaugural season. This deal will also lead to community and consumer activities across Austin and Central TX.

AFC has not yet invested in national advertising, according to iSpot, Pathmatics and Magellan; this should change in the coming months considering that the team's first season will begin soon. The MLS's teams are male, so it has a traditionally male target demographic.

Since this partnership will affect efforts in Austin and Central TX, we'll likely see localized advertising in this area. 

Agency & martech readers - AFC may seek its own agency partners as it makes its debut; it also may work with Buffalo.Agency, the MLS's PR AOR since 2016.