A Spirited Kick-Off: Chivas Regal and Arsenal Unite in a Multi-Year Partnership
By Dash Fuqua
In a fusion of heritage and modernity, Chivas Regal, the epitome of luxury Scotch whisky, has teamed up with the global football powerhouse, Arsenal, to announce a multi-year partnership that’s as smooth and bold as a well-aged dram. This collaboration is set to elevate the experience of football lovers and whisky aficionados alike, combining a passion for the beautiful game with the craftsmanship of a legendary spirit.
As Arsenal’s first Official Whisky Partner, Chivas Regal steps onto the pitch ahead of the 2024/25 season with a mission to champion community, culture, and the celebration of collective triumphs. This partnership isn’t just about the game; it’s about creating unforgettable moments that resonate with fans across the globe.
From exclusive behind-the-scenes content to global live experiences, supporters will get a taste of Arsenal like never before. Whether it’s mingling with men’s and women’s first team players, celebrity fans, or club legends, Chivas is here to enhance every matchday moment. And for those lucky enough to be at the Emirates Stadium, the new Chivas Regal bar in Dial Square promises to be the go-to spot, serving up a curated selection of Chivas Highballs that blend classic whisky craftsmanship with the electric atmosphere of football culture.
To celebrate the start of this exciting partnership, Chivas Regal is treating Arsenal fans to a spirited kick-off. Ahead of the season opener against Wolves, the newly reopened Drayton Park pub will be serving rounds of Chivas Highballs to Gooners, setting the stage for a season of exhilarating football and exceptional whisky. The celebration extends to the Arsenal Women’s team as well, with Chivas bringing their Highball magic to the first match at Emirates Stadium on September 22nd against Manchester City Women.
Nick Blacknell, Chivas Global Marketing Director, captures the essence of this collaboration: “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.” It’s clear that Chivas is not just in it for the game, but for the community, the culture, and the elevated experiences that come with it.
Arsenal’s Chief Commercial Officer, Juliet Slot, echoed this sentiment, expressing excitement over welcoming Chivas Regal into the Arsenal family. With shared values of innovation, community, and a relentless drive for success, this partnership is poised to bring Arsenal supporters closer to the club and each other, uniting communities from all corners of the world.
Chivas Regal’s love affair with football is no secret. Since 2018, the brand has been a steadfast supporter of the sport, from grassroots initiatives to global events that bring together footballers, creators, and fans in a celebration of the game’s universal appeal. With Scotland’s rich football heritage intertwined with Arsenal’s history, this partnership is not just about business—it’s a nod to tradition, community, and the shared passion that makes football more than just a sport.
As the new season kicks off, Chivas Regal and Arsenal are set to toast to the future, blending the worlds of whisky and football in a partnership that promises to be as unforgettable as it is iconic. Cheers to a season of success, community, and of course, a little bit of luxury in every match.
