David Beckham Makes Booze Marketing His Next Goal

Diageo to Launch Haig Club Single Grain Scotch Whisky Globally

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During the course of his legendary soccer career, David Beckham spent about as much time pitching products as scoring goals, selling for the likes of Pepsi, Gillette, Burger King, Adidas and H&M.

Haig Club
Haig Club

Now the retired star is giving whisky marketing a shot. In a partnership announced today by liquor giant Diageo, Mr. Beckham is backing a new global brand called Haig Club Single Grain Scotch Whisky along with TV producer Simon Fuller. Messrs. Beckham and Fuller "will play a fundamental role in developing the brand, its strategy and positioning," Diageo said in a statement.

The whisky was created by the House of Haig, the maker of Haig Blended Scotch Whisky and Dimple Scotch Whisky.

"Throughout his career, David Beckham has been at the forefront of emerging trends and rewritten the rules of what it means to be a modern sportsman and businessman, and we are pleased he has decided to turn his hand to Scotch," Syl Saller, Diageo's chief marketing officer, said in a statement.

Diageo declined to disclose terms of the deal other than that it's a "global, multiyear partnership."

The brand's lead ad agency is Adam & Eve, while PMK-BNC will handle PR and social. Mr. Beckham will "appear in some of the advertising but not all," a Diageo spokeswoman said. "A large part his role in the advertising activity will be to front the responsible drinking campaign, a core part of the Haig Club brand."

In a statement, Mr. Beckham said: "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."