Mar 03, 2011 at 02:45 PM
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Golden Boy Lands Tequila Deal

Beam Global Spirits & Wine and Tres Generaciones Tequila have secured a sponsorship with famed boxer, Oscar de la Hoya, and boxing events promoted by De La Hoya's promotional company, Golden Boy Promotions. Throughout the multi-year partnership, De La Hoya will be a business partner and brand ambassador for the tequila brand to consumers, media and trade.

In addition to utilizing De La Hoya in the promotion and advertising of the brand, Tres Generaciones will also be visible at multiple Golden Boy Promotions boxing events on premium cable and pay per view. The brand's sponsorship will be visible in the ring, throughout the arena and through activations across their vast retail network.

Tres Generaciones Tequila is named for Don Cenobio, Don Eladio and Don Francisco Javier Sauza - the tequila pioneers of the Sauza family who helped define the spirit of tequila.

"Partnering with Tres Generaciones Tequila is a great honor. I've always had a passion for the rich history of tequila, and I'm fully committed to this partnership and helping to build Tres Generaciones into a championship proportion brand," said De La Hoya. "I'm all in!"

Sponsorship has heated up in the tequila category recently with Proximo's 1800 Silver Tequila and Familia Camarena taking on team deals in MLB, NBA and MLS.

"Tequila is the second-largest spirits category at Beam Global, with tremendous potential for future growth," said Bill Newlands, President, North America for Beam Global Spirits & Wine. "With the powerful backing of Oscar De La Hoya, who epitomizes so many of the same traits and qualities of Tres Generaciones and the Sauza family, we're confident that this strong partnership will help deliver a 'one-two' punch in the marketplace. And with Oscar having real 'skin in the game,' the opportunities before us are endless to further grow our share of the tequila market."

"It's rare to see somebody like Oscar invest such time and commitment into creating a unique venture in the business and spirits space," said Newlands. "This is not a celebrity endorsement. It's the marriage of two like-minded brands who will work together now and in the future to celebrate and promote tequila and boxing."