Familia Camarena Tequila has agreed a sponsorship deal with American Major League Soccer team Chivas USA.
The agreement, timed to coincide with the US launch of Familia Camarena Tequila, will see the company acquire rights to use the Chivas USA logo in its branding, as well as an in-stadium advertising presence at the team's home fixtures, consumer promotions and brand exposure on Spanish-language radio and television coverage. Familia Camarena Tequila will also be the presenting sponsor of the Chivas USA Man of the Match at each game.
Agave director and sixth generation family member Mauricio Camarena spoke of his family's "dream to share our tequila with America", and said: "My family is honoured to have the opportunity to partner with an organisation 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."
Shawn Hunter, president and chief executive of Chivas USA, said that the brand "could not be a better fit for Chivas USA." He added: "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."
Chivas USA began the 2010 MLS season last Friday with a 1-0 home defeat to the Colorado Rapids at the Home Depot Center in Los Angeles.