Today Diageo launched a two-year partnership with Manchester United for its smirnoff vodka, in Asia Pacific.
The campaign with be called 'Spirit Of Champions' and the theme of the campaign will reflect the behavior and determination required to be the best and stay at the top your game.

My first thought about United signing up with an alcoholic company was that I wasnt too sure whether it could work but another part of the campaign will also communicate the responsible drinking message under the theme ‘United against drink driving’.

The campaing will launch in China, India, Japan, Korea Thailand, and Vietnam, from September 2008.

'We are encouraged by the opportunities that this breakthrough partnership will deliver for the SMIRNOFF brand and our consumers in Asia Pacific, as we bring two of the world’s most successful brands together,' said James Thompson, marketing and innovation director, Asia Pacific.
'We believe the partnership will have immediate and sustainable appeal with our target audience and also provide the Smirnoff brand with a unique platform to take the lead in promoting responsible drinking through targeted and engaging programmes. As a company, we have made a long term commitment to promoting responsible drinking and it will be a key element of our activation. We are already working in partnership with the club on an interactive programme for employees which focuses on alcohol information, awareness and the choices people make when they drink and the importance of drinking responsibly,'