# Alcohol-Branded Soccer Collaborations Captain Morgan and MLS Canada to Deliver Memorable Events By Grace Mahas | Published 2020-03-04 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/mls-canada References: [newswire](https://www.newswire.ca/news-releases/captain-morgan-brings-soccer-fans-closer-to-the-game-with-mls-canada-partnership-867959572.html) & [newswire](https://www.newswire.ca/news-releases/captain-morgan-brings-soccer-fans-closer-to-the-game-with-mls-canada-partnership-867959572.html) As the new, official rum partner of MLS Canada, [Captain Morgan](https://www.trendhunter.com/trends/captain-morgan-original-spiced-gold) is bringing fans some exciting and memorable soccer experiences. The strategic partnership will include a multi-touchpoint marketing campaign extending to MLS venues through field signage at three clubs in addition to broadcast ads on [TSN](https://www.trendhunter.com/trends/hockey-heroes), TVA Sports, and MLS digital platforms. Diego Moratorio, General Manager of MLS Canada, commented on the collaboration: "We are excited to welcome Captain Morgan to our lineup of partners. Captain Morgan has already demonstrated how much it believes in MLS and the growth of the sport in North America and is now extending its commitment to Canada, where we will collaborate to raise the popularity of our league to even higher levels. This will be a fun and innovative partnership for many years to come." ## Trend Insights (Trend Hunter) - Score: 3.6/10 - Popularity: 52% | Activity: 46% | Freshness: 9% - Audience gender: 70% men, 30% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### What Makes This Trend Stand Out - **Sports-alcohol Collaborations:** Disruptive innovation opportunity: Explore partnerships between alcohol brands and sports organizations to create unique and memorable experiences for fans. - **Multi-touchpoint Marketing:** Disruptive innovation opportunity: Develop marketing campaigns that span multiple platforms and touchpoints to maximize brand exposure and engagement. - **Raising Popularity of MLS:** Disruptive innovation opportunity: Focus on collaborative efforts and strategic partnerships to increase the popularity of MLS in North America and beyond. ### Sectors Adopting This - **Alcohol:** Disruptive innovation opportunity: Incorporate unique collaborations and experiences into alcohol branding strategies to engage consumers and drive sales. - **Sports:** Disruptive innovation opportunity: Utilize partnerships with alcohol brands to enhance the fan experience and increase engagement at sports events. - **Marketing:** Disruptive innovation opportunity: Develop new and creative ways to engage consumers through multi-platform marketing campaigns and partnerships with sports organizations. ## Related on Trend Hunter - [Community-Supporting Partnerships](https://www.trendhunter.com/trends/century-21-x-mls.md) - [Summer-Forward Juice Sponsorships](https://www.trendhunter.com/trends/official-juice-sponsor.md) - [Auto Brand-Supported Soccer Tournaments](https://www.trendhunter.com/trends/canada-soccer.md) - [Health-Focused Soccer Partnerships](https://www.trendhunter.com/trends/haleon-canada.md) - [Football Icon-Backed Ads](https://www.trendhunter.com/trends/fifa-club-world-cup.md) - [Interactive Soccer Campaign](https://www.trendhunter.com/trends/michelob-ultra1.md) - [Collaboration Canned Rum Drinks](https://www.trendhunter.com/trends/captain-morgan-original-spiced-gold.md) - [Collaborative Tequila Bottles](https://www.trendhunter.com/trends/1800-tequila-partners.md) - [Caesars-Focused Hockey Partnerships](https://www.trendhunter.com/trends/matt-steves1.md)