| Brown-Forman Corp. FIFA, El Jimador

MarketWatch: Brown-Forman signs multi-million dollar soccer sponsorship to promote El Jimador tequila

by Staff

The MarketWatch website and other media outlets are reporting that Louisville-based liquor giant Brown-Forman Corp. has signed a multi-million dollar soccer sponsorship meant to promote its Casa Herradura brands of tequila including El Jimador Tequila.

El Jimador Tequila, the best-selling brand in Mexico, will become a sponsor of Major League Soccer, the U.S. men’s and women’s national teams and the annual U.S. tour of the Mexican national soccer team in a four-year deal, according to the post by MarketWatch/Wall Street Journal reporter Sam Mamudi.

The national team sponsorship includes the 2012 Olympic Games and 2014 Fédération Internationale de Football Association (FIFA) World Cup.

Here’s from the MarketWatch post:

The agreement provides El Jimador with an onsite promotional presence at games, on-field advertising signs for more than 100 televised games each year, player appearances at promotional events and a line of co-branded merchandise. The deal allows Brown-Forman — whose brands also include Jack Daniel’s, Southern Comfort and Finlandia — to bring any of its tequila brands into the arrangement, though for now the focus will be on El Jimador, the top-selling tequila in Mexico. “Our target consumer aligns very well with fans of soccer,” said Mark Grindstaff, U.S. brand director for Casa Herradura Tequilas, referring in particular to the game’s popularity with Hispanic males in the 21-to-34 age range. El Jimador already has a sponsorship deal with the MLS’s Seattle Sounders, and Grindstaff said Brown-Forman is looking to make deals with more teams.