Mar 26, 2010 at 03:12 PM
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MLS Team Inks Exclusive Tequila Sponsorship

Familia Camarena Tequila, which only earlier this week announced plans for a U.S. launch, announced today a sponsorship agreement with Major League Soccer team, Chivas USA.

A release announcing the deal explained the tie-in: "With a history rooted in the culture of Mexico and tequila production facilities located just one hour outside of Guadalajara where Chivas futbol reigns supreme, Familia Camarena Tequila is an avid supporter of the Chivas club's foray onto the American soccer circuit and considers Chivas USA an ideal partnership for the brand's entree into the American market."

"My family is honored to have the opportunity to partner with an organization that we not only respect and admire, but who we feel shares a genuine common interest in celebrating the great heritage of our native Mexico," said Agave Director and sixth generation family member, Mauricio Camarena. "It has been my family's dream to share our tequila with America. In the same way Chivas has successfully shared with America one of our country's most celebrated pastimes, Familia Camarena Tequila hopes to follow in the footsteps of Chivas USA with an authentic tequila for Americans to enjoy and celebrate."

"Familia Camarena Tequila could not be a better fit for Chivas USA," said Shawn Hunter, President and CEO of Chivas USA. "Chivas USA is more than just a team, we are a family. From our team and employees to our fans and partners, we all share a common passion not only for the sport, but for celebrating the club's Mexican heritage as well. Familia Camarena Tequila is a welcome addition to the Chivas USA family."

In addition to acquiring rights to the Chivas USA name and logo, Familia Camarena Tequila's sponsorship agreement will include in-stadium brand visibility, consumer promotions, branding rights to a Familia Camarena Tequila row of eight field-level seats, Spanish language television and radio game broadcast exposure, as well as post-game promotion as the presenting sponsor of the Chivas USA Man of the Match.

Chivas USA's sixth season kicks off tonight at the Home Depot Center in LA.