Ahead of the start of the new English Premiere League season, luxury Scotch whisky Chivas Regal and iconic global football club, Arsenal announced a new multi-year partnership. As the official whisky partner of the club, the brand will now support both its men’s and women’s teams.

Scoring Big

As an official partner, Chivas Regal will take supporters behind the scenes through exclusive content and global live experiences featuring men’s and women’s first team players, celebrity supporters, creators, and club legends.

Additionally, the whisky brand will also elevate the match day experience for supporters at Emirates Stadium by launching a new Chivas Regal bar within Dial Square. The bar will tap into football culture with a curated selection of classic, and exclusive to the Emirates, Chivas Highball serves.

Grand Kick-Off

To kick off the partnership in style, and celebrate the season’s opening match, Chivas Regal teamed with a selection of local Arsenal pubs including the newly reopened The Drayton Park to buy spirited Gooners a round of Chivas Highballs, ahead of Saturday’s match against Wolves.

“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 Nick Blacknell, Chivas Global Marketing Director.

Commenting on the brand new partnership, Juliet Slot, Chief Commercial Officer at Arsenal commented that the club is proud to welcome Chivas Regal to its family of partners. “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,” she added.

Football DNA

Football has been an integral part of the Chivas Regal story since 2018, and this new partnership with Arsenal showcases an unwavering support for the beautiful game, and the community who come together to make it what it is.

From club partnerships spanning major league and grassroots level, to global high-energy events crossing continents and uniting footballers, content creators, talent, and fans in unforgettable experiences.

In 2021, Chivas launched its innovative ‘Regal FC’ digital platform which gives fans exclusive, behind-the-scenes content from some of the biggest names in football – from players and presenters to DJs and designers. Chivas’ dedication to football has not only raised the game but also fostered a vibrant, global community of passionate fans.

Additionally, Scotland, the home of Chivas Regal, also played a role in the creation of the club, with Dial Square Football Club founded in October 1886 by Scotsman, David Danskin, as well as being the first captain of the side. Arsenal legend George Graham also heralded from Scotland, leading the club to a multitude of honours as both player and manager.

(Images: Chivas Regal)