El Jimador named official Tequila partner of MLS
Tequila brand to sponsor MLS, US Soccer and Mexican national team
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.