Part I: A History of Spirits and Sports Partnerships

Another year of big league sports is starting up again and our inbox is flooding with new spirits partnership announcements, which got your editors thinking about this increasingly popular advertising medium.For spirits,"it's a trend that started maybe two, three years ago," advertising guru and Ad Age Chicago bureau chief, E.J. Schultz tells WSD. "It's really just accelerating."EJ offers that the motivation for the international companies is that traditional cable network viewing is on the decline, but live sports are still