Global footballing superstar David Beckham has agreed his latest sponsorship deal, helping whisky company Diageo to promote their latest brand.
Diageo said Beckham and pop impresario Simon Fuller would help promote its new Haig Club Single Grain Scotch Whisky made by the House of Haig, Scotland’s oldest grain whisky dynasty dating back to the 17th century.
David Gates, Diageo’s global head of premium core spirits, said the new tipple – which comes in a distinctive after-shave style bottle and will be priced from £39 when it goes on sale later this year – could help grain whisky become more popular with drinkers.
He said: “We believe this will be the year that grain whisky breaks into the mainstream and gains the recognition it deserves. David Beckham and Simon Fuller are renowned for breaking boundaries and shaking up markets in every sector.”
Former England star Beckham said: “I’m proud to be working at the heart of a home-grown brand which has built an incredible heritage over 400 years.” Fuller said: “It is important to us that we create something unique and of great quality.”
Diageo’s other whiskies include Bell’s and Talisker.
'Becks' as he is widely known, has been busy this year preparing to launch his new MLS franchise in America, after optioning a clause in his contrast with LA Galaxy that allowed him to start a new franchise.