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Encore Awards

This multifaceted partnership, which began in 2007 when Diageo became Ailey's wine & spirits sponsor, expanded dramatically during Alvin Ailey American Dance Theater's (AAADT) 50th Anniversary celebration in 2008–2009 to include over $2 million of pro bono media space, providing Ailey with invaluable exposure during this historic season.

Since it's inception in 1958, AAADT has performed in 71 countries on six continents for an estimated 21 million people worldwide and was recently named "Cultural Ambassador of the World" through a U.S. Congressional Resolution. Beginning in March 2008, AAADT marked its 50th anniversary with 18 months of activities, from a 50-city world tour to a video installation by the artist David Michalek.

Diageo is a premium drinks business with a collection of brands across spirits, wine, and beer categories. Diageo trades in more than 180 markets and has offices in approximately 80 countries, including manufacturing facilities in the United States, the Caribbean, Latin America, Europe, and Africa.

To help promote Ailey's 50th Anniversary, Diageo provided approximately $2 million of in-kind marketing support, including billboards, taxi toppers, metrolights, bus and subway posters, and online and print advertisements.  The pro bono production and placement of this extensive media campaign was made possible through a  wide array of media partners which donated their services in response to Diageo's leadership commitment to Ailey.  These promotional activities were outside Ailey's typical marketing budget, and were essential in heightening awareness around Ailey's 50th Anniversary. 

This unique partnership, which expanded brand awareness for both AAADT and Diageo and leveraged key resources of both organizations, serves as a model to broaden and deepen arts and business partnerships.