• by Karlene Lukovitz  @KLmarketdaily, January 12, 2017

Jim Beam Bourbon parent Beam Suntory has signed a multi-year, multi-brand sponsorship deal with the Chicago Cubs.

Beam Suntory, which recently moved its headquarters from suburban Deerfield to Chicago, will be the official spirits partner of the historic 2016 World Series champ Cubs and Wrigley Field starting this year. 

In addition to Jim Beam, Maker’s Mark Bourbon, Effen Vodka and Hornitos Premium Tequila will have multi-element sponsorships.

The parties aren’t revealing the terms, but The Chicago Tribune reports that the deal is “in the ballpark” of seven figures and 10-plus years. 

The partnership, which is by far Beam Suntory’s largest sports marketing deal, reflects the company’s strategy of direct engagement with consumers in the world’s major cities, the Tribune notes. 

Jim Beam will have long-term naming rights to a new, private club on the first-base line set to open at Wrigley Field in 2019, and to a new left field bar at the Cubs’ training facility at Sloan Park in Mesa, Ariz.

The upper deck patio at Wrigley Field — formerly named the Jack Daniels Patio — will feature a Jim Beam theme for two seasons, leading up to the patio’s transition to an upper-level club. 

The existing Hornitos Hacienda, which was named in 2015, will remain in the left-field bleachers. 

The deal also includes in-game signage behind home plate and on the Wrigley Field video board; fixed signage along the third-base wall; presenting sponsorship of several promotional giveaways throughout the season; and other digital and hospitality elements at Wrigley Field and Sloan Park.

To capitalize on the new partnership, Maker’s Mark has launched a limited-edition, Chicago Cubs-themed bottle being sold in the greater Chicago market, and Jim Beam will release a Cubs co-branded offering by springtime, according to the announcement.

The Cubs’ other “Legacy Partners” currently include Anheuser-Busch, Advocate Health Care, American Airlines, ATI Physical Therapy, Nuveen, Sloan Valve Company, Starwood Hotels and Resorts, Toyota, Under Armour and Wintrust.