NEW YORK – Brown-Forman, the owners of Casa Herradura Tequilas including el Jimador, announced on Monday a new multi-million dollar, four-year partnership with Soccer United Marketing (SUM), making the company the official tequila sponsor of Major League Soccer (MLS), U.S. Soccer and the U.S. Men’s and Women’s National Teams, and the Mexican National Team’s annual tour of the United States.
This sponsorship is the single largest marketing investment Brown-Forman has made in its tequila brands since acquiring Casa Herradura in 2007 and provides the brand with a comprehensive activation platform across the highest levels of the sport, including:
MLS and its marquee events: MLS First Kick, the AT&T MLS All-Star Game, and MLS Cup, MLS’ championship game.
Global rights to the U.S. Men’s and Women’s National Teams, which will represent the U.S. in the 2011 FIFA Women’s World Cup, 2012 Olympic Games, and 2014 FIFA World Cup.
Sponsorship of the hugely popular annual United States tour by the Mexican National Team. Brown-Forman will receive extensive marketing and promotional rights across the properties to leverage with its consumers including logo rights for promotions, on-field signage at over 100 nationally televised matches per year, on-site presence at matches, ability to develop co-branded merchandise, player appearances and to be announced proprietary programs. All messaging will remind consumers to drink responsibly, a key emphasis for the brand, the company and the SUM properties.
“We believe the time is right to make a major investment in soccer in this country as the sport aligns very well with our target consumer and is perfectly positioned to take advantage of the shifting demographics in the marketplace,” said Kris Sirchio, Chief Marketing Officer for Brown-Forman. “We look forward to working with our new partners at SUM to capitalize on this opportunity by bringing innovative and exciting activation programs to the millions of soccer fans across America.”
Experts are bullish on the prospects for soccer in the United States. According to a poll conducted in December 2010 by the SportsBusiness Journal, sports business executives overwhelmingly voted soccer and MLS as the sport and league with the most growth potential. Additionally, Nielsen studies show Hispanic consumers are some of the most avid soccer fans -- from playing recreationally to attending matches or watching it at home with friends. Those same studies show el Jimador Tequila consumers are even more likely than others to watch soccer live or on TV, and soccer viewership is one of the top occasions when Hispanic consumers imbibe in tequila.
“Soccer aligns perfectly with el Jimador Tequila, the number one selling tequila in Mexico and one of the fastest growing tequila brands in the United States,” said Mark Grindstaff, U.S. brand director for Casa Herradura Tequilas. “We think the combination of these properties gives us a powerful marketing platform to reach the diverse and growing soccer market in this country.”
"We would like to welcome el Jimador to the SUM family,” said David Wright, vice president, global sponsorship, SUM. “The el Jimador brand is an ideal match for the sport of soccer; a brand that we anticipate will become synonymous with our passionate fans for many years to come."
FocalSport, LLC was integral to bringing Brown-Forman and Soccer United Marketing together.
To follow el Jimador’s activation and presence during games, please visit the brand’s Facebook page at http://facebook.com/eljimador.
