Arsenal signs Chivas Regal

Chivas Regal will be supporting both the men’s and women’s football teams.

“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,” claimed Arsenal chief commercial officer Juliet Slot.

“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 Chivas global marketing director Nick Blacknell. “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.”

Among the features of the partnership is a new Chivas Regal bar within Dial Square at the Emirates Stadium, which will be serving Chivas Highballs.

The whisky brand has also collaborated with a number of local pubs frequented by Arsenal supporters. Chivas Regal will be giving away rounds of Chivas Highballs to fans ahead of Arsenal’s first Premier League fixture (against Wolves on Saturday 17 August), and the first Women’s Super League match (against Manchester City on Sunday 22 September).

The Drinks Business