March 22, 2011: Rafael Nadal has taken on a new challenge. The world's No. 1 ranked men's tennis player has signed on with Bacardi Limited to become the "Global Social Responsibility Ambassador" for the world's No. 1 privately held spirits company.
Nadal will immediately be featured in the company's multi-media “Champions Drink Responsibly" campaign, which has reached more than 37 million consumers since it began in 2008, according to Barcardi.
"I enjoy socializing with my friends and family and drinking responsibly is important no matter what your game is," Nadal. said in a statement. "That is why I’m teaming up with Bacardi Limited as I want to take the lead in promoting social responsibility to fans and consumers around the world."
The campaign, overseen by Bacardi Limited, includes print, Internet, consumer experiential initiatives and social media platforms such as a dedicated YouTube channel and a Facebook page that will "inform and engage consumers about responsible drinking and their personal choices."
In one print ad, Nadal is shown in front of an empty glass signaling for a timeout. Text reads, "I try to beat everyone at tennis, not at drinking."
In another, Nadal is holding a tennis racquet over the top of a cocktail glass with the text, "I’d always tell my friends where the line is."
The campaign was unveiled in Miami, where Nadal is playing at the Sony Ericsson Open. Bacardi Limited said it would soon share details of the next phase of “Champions Drink Responsibly” via a series of events with Nadal around international tennis tournaments, including Madrid, Wimbledon and the U.S. Open this August.
"Rafael Nadal's global appeal makes him the perfect champion and role model to help us continue to spread the message."
According to Séamus McBride, Bacardi Limited president and CEO, “We are very excited to welcome Rafa to the Bacardi family as our new Global Social Responsibility Ambassador. Rafael Nadal is a world champion at the top of his game whose lifestyle and dedication reflects the values of our company and this campaign. His global appeal makes him the perfect champion and role model to help us continue to spread the message that we should all know 'where to draw the line' when it comes to drinking."
Bacardi brands include Dewar's, Bombay Sapphire, Grey Goose and a line of Bacardi products.