David Beckham and Simon Fuller Raise Diageo's Drinks, Bottom Line

NEW YORK (TheStreet) -- Premium spirits company Diageo  (DEO) wants to keep the drinks flowing, and is increasingly turning to partnerships with celebrities for a boost. After partnering with Sean "Diddy" Combs, Diageo has now inked a deal with soccer superstar David Beckham and American Idol's Simon Fuller.

Beckham and Fuller are teaming up with Diageo to launch Haig Club Single Grain Scotch Whisky. The alcohol comes from the House of Haig, Scotland's oldest grain whisky dynasty. The house traces its roots back to the 17th century.

Diageo thinks the crafting process and endorsement will attract new whisky drinkers to its brand. Diageo describes Haig Club as a "showcase of butterscotch and toffee."

Beckham is no stranger to corporate sponsorships. The soccer star was seen in a highly talked-about Super Bowl advertisement for retailer H&M. Beckham also has deals with Burger King (BKW), Sainsbury's, Samsung (SSNLF), Adidas (ADDYY) and Coty (COTY). These deals help Beckham rank in the top 10 for athlete earnings, with total salary and endorsements of $46 million as of last year. With the new Diageo deal and a possible stake in the business, that number will shoot higher for 2014.

For Diageo, this represents a larger shift to celebrity brands. The company joinly acquired DeLeon tequila with Diddy in January. This follows up on the popular Ciroc vodka, also a joint venture of Diageo and Diddy.

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