Sponsorship LeveageCaptain Morgan Black Label Dark RumConnecting the target market and other stakeholders with the brand in order to extend, leverage and maximise sponsorship spend to brand advantage. 
Intrepid African explorer, Kingsley 'The Captain' HolgateGlobal brand, Captain Morgan Black Label Dark Rum, has reached parts of Africa in a way that no other brand has ever attempted: through its ongoing sponsorship of intrepid explorer, adventurer and humanitarian Kingsley Holgate. Through him, the legendary spirit of adventure which the brand personifies, rings true for its growing circle of consumers. His exciting expeditions include circumnavigating the globe by following the Tropic of Capricorn, through 10 countries over 18 months and circumnavigating Africa around its outer edge. He has become an icon for Captain Morgan consumers as a true adorer of the brand. His travels are fuelled by his favourite tipple and whenever he meets people along his travels, a tot of Captain Morgan, breaks the ice. |