Director, Sports (North America)

About the role: 

Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan's whiskies, Smirnoff and Ketel One vodkas, Don Julio and Casamigos tequilas, Captain Morgan, Baileys, Tanqueray and Guinness. Our performance ambition is to be one of the best performing, most trusted and respected consumer products companies in the world! We are proud of the brands we make and the enjoyment they give to millions. We are passionate about alcohol playing a positive role in society as part of a balanced lifestyle. It is central to our purpose to celebrate life, every day, everywhere!

Sport sponsorship is a vital growth driver to be competitive within premium spirits and beer categories. The North America sports portfolio currently includes active sponsorships across all the major men’s and women’s sports properties including NBA, NFL, NHL, MLB, MLS, NWSL, WNBA, as well as key venue sponsorships. With over 70 active sponsorships spanning a number of our key brands, our goal is that (amongst Legal drinking age consumers) Diageo’s wide portfolio of brands appeal broadly and connect to the passions, sports being a critical one.

Our brands are built in culture, and being present, talked about, and recommended within the sports landscape is essential. Many of our brands have a rich legacy, and their continued relevance depends on deep integration into sports culture.

Role Responsibilities:

Leadership Accountabilities:

• Serve as an inspirational leader, driving breakthrough performance through the development, management, and implementation of a comprehensive sports strategy for Diageo North America.
• Implement the defined sports strategy to support brand and business objectives, including shareholder value creation, volume and share growth, brand advocacy, and consumer awareness.
• Lead the strategic direction and management of all North America sports partnerships—maximizing existing sponsorships while identifying and pursuing new opportunities.
• Ensure full and innovative activation of current sponsorship assets, in line with internal compliance protocols.
• Negotiate all professional sponsorship deals with a focus on maximizing return on investment; expert-level contract negotiation experience is required.
• Build and maintain strong relationships with leagues, teams, and venues to optimize value and brand impact.
• Effectively manage external agencies and 3rd parties for best-in-class ideation, implementation and delivery of results within budget and scope of work
• Delivery of tangible business results, responsible for objective setting and measurement & evaluation process across the North America portfolio
• Maintain a strong internal control and compliance environment consistent with the Diageo Marketing Code and Diageo compliance policies.

Complexity of the Role:

• Requires an expert understanding of the structure and workings of the North American sports environment, including emerging leagues/sports and shifting media landscape
• Strong influencing and negotiating capabilities, ability to engage and align cross-functional senior partners internally
• Strong knowledge of the intricacies and networks within sports sponsorship to generate industry insights, understand competitive activity, and be able to assess the impact for Diageo
• Maintain strong relationships with rights holders and agencies, with an understanding of legal, regulatory, and contractual elements of sponsorship assets.
• This role requires expertise in both the Diageo Leadership and Marketing functional capabilities in inspiring and influencing collaboration, support and coordination across multiple internal and external partner groups, includ