HomeLifestyleSmirnoff, NFL Team Up Ahead Of Super Bowl LVI To Ensure ‘No...

Smirnoff, NFL Team Up Ahead Of Super Bowl LVI To Ensure ‘No Fan Is Left Behind’

As the Los Angeles Rams prepare to take on the Cincinnati Bengals at Super Bowl LVI, Smirnoff, the first official vodka sponsor of the NFL, just announced plans of their own for the Big Game.

The Diageo-owned vodka brand—Diageo became the first spirits sponsor of the NFL in June 2021—is partnering with the National Football League to ensure fans who aren’t typically able to watch the game can tune in live on Sunday, February 13, including a remote camp of miners in Alaska and first responders in Los Angeles. The initiative is an extension of Smirnoff’s ‘Vodka for the People’ platform, which launched in August, to highlight inclusivity and moments that bring us together. 

“We wanted to do something unexpected and fun,” Jennifer Holiday Hudson, Director, North America Smirnoff Vodka and Trademark Leader at Diageo told Forbes. “Instead of running a Super Bowl advertisement we really wanted to bring the game to the people.”

Hudson explained that in order to bring fans what they “really wanted,” they launched an independent research study where 1000 NFL fans (21+) shared their thoughts with Smirnoff ahead of Super Bowl LVI. In addition to their findings that vodka is a popular spirit for game days (with a juice mixer), 61 percent of football fans will celebrate after a win, 55 percent will celebrate after a loss and 82 percent of fans watch for the food, Smirnoff discovered that two percent of football fans would not be able to watch the Super Bowl this year.

“As a brand for our people, we believed that even two percent of football fans missing the Super Bowl was too many,” shared Hudson. “It’s one of the biggest and most watched moments of the entire year so we felt a responsibility to do our part in finding a fun solution to ensure no football fan is left behind and have the best experience possible.”

This began Smirnoff’s search for die-hard football fans who were unable to experience the game for one reason or another, according to Hudson, which is how they discovered the miners in Alaska–about 100 miles from Anchorage. “We quickly found that one group affected was a company of hard-working, football-loving, gold miners in the frozen tundra of Alaska who do not have access to The Big Game given their remote location. From there, the idea sprung to life based around how Smirnoff as a brand could bring game day essentials to their snow-covered base camp to help them tune in live, in style.”

Smirnoff surprised the miners this week over a Zoom call with former Super Bowl Champion, Vernon Davis, who delivered the news that on Super Bowl Sunday, Smirnoff will travel to the remote mining camp to provide them with a new TV, sound system, game-day gear, full catering and Smirnoff cocktails. Leading up to Super Bowl LVI, Davis and Smirnoff also plan to make surprise appearances across Los Angeles, providing essential workers, including first responders, with festive kits that will help to create an ultimate viewing party of their own, as well as “what they need to be able to tune in on Super Bowl Sunday,” according to Hudson. 

Of course, the first vodka sponsor of the NFL didn’t forget the fans: Smirnoff is running a promotion that gives fans over 21 years of age the chance to win an epic Super Bowl Party watch kit, stocked with viewing party essentials, including Smirnoff No. 21. “Think football-centric decorations, themed cocktail recipes for easy drinks and snacks, along with the foundations for a Moscow Mule, this year’s Super Bowl gear and more,” teased Hudson. “Smirnoff created these kits based on some of our key survey findings with the goal of providing football fans with 21 essential items needed to amplify their at-home Super Bowl watch experience.”

From today, February 2, 2022 until February 6, fans (21+) can text “FOOTBALL” to 24272 to enter the promotion, of which 56 winners (in honor of Super Bowl LVI) will be chosen. For more information, visit smirnoff.com or @Smirnoff on Instagram.

Stay Connected
Must Read
You might also like


Please enter your comment!
Please enter your name here