Becks Signs Diageo Deal To Back Scotch Whisky

David Beckham has added to his partner portfolio after agreeing a new deal with beverage giant Diageo to promote the launch of a new Scotch whisky brand, Haig Club Single Grain. 

Beckham, along with his manager Simon Fuller, will collaborate with Diageo on the worldwide launch of Haig Club Single Grain Scotch Whisky and – according to the official release – will play a ‘fundamental role in developing the brand, its strategy and positioning’. 

The former England captain, who also starred for Manchester United, Real Madrid, AC Milan, LA Galaxy and PSG, will also lead the promotion of a responsible drinking programme for Haig Club. 

Haig Club joins a roster of Beckham-backed brands that already includes Jaguar, Sky, Breitling, Armani, Adidas, Samsung, Pepsi, Burger King, H&M, and Sainsbury’s, as well as serving as a global ambassador for Chinese football.

Beckham, who unveiled stadium plans for his Miami-based MLS franchise last month, said of the deal: ‘The House of Haig has a rich history and I’m proud to be working at the heart of a home-grown brand which has built an incredible heritage over 400 years. Working closely with Diageo, we look forward to collaborating on Haig Club, valuing and treasuring the Haig traditions while reinventing this whisky for years to come.’

David Gates, Diageo’s global head of premium core spirits, added: ‘Whisky is experiencing a continued global renaissance and like many of the world’s most respected whisky experts, we believe this will be the year that grain whisky breaks into the mainstream and gains the recognition it deserves.’

‘Diageo has a proven track record in Scotch whisky innovation and we have applied this expertise through the House of Haig in liquid development and craftsmanship, creating a sophisticated new whisky in Haig Club.’