Tequila brand announces further MLB deals

Burgeoning tequila brand Familia Camarena Tequila has announced a sponsorship renewal with Major League Baseball (MLB) franchise the Los Angeles Angels of Anaheim.

4 April 2011 Michael Long
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Burgeoning tequila brand Familia Camarena Tequila has announced a sponsorship renewal with Major League Baseball (MLB) franchise the Los Angeles Angels of Anaheim.

The tequila company, which already boasts a number of sports sponsorships on the American west coast, will continue its marketing agreement with the team as part of the franchise’s 50th anniversary.

Dennis Kuhl, chairman of Angels Baseball, said: "As we celebrate 50 years of Angels baseball this year, it is all about the fans. Optimising the fan experience wouldn't be possible without new and dynamic partners like Familia Camarena Tequila. We are pleased to continue Familia Camarena Tequila's presence in Angel Stadium and look forward to sharing many more milestones with this valued sponsor."

Camarena marketing director Gerard Thoukis added: "We are thrilled to extend our partnership with the Los Angeles Angels of Anaheim, a world-class team that is a favourite for so many of our consumers. We continue to proudly serve the team as an official sponsor, and consider the Angels an important mainstay in our expanding portfolio of sports investments from coast to coast."

In addition to the Anaheim renewal, Familia Camarena has also announced a three-year sponsorship deal with another MLB franchise, the Colorado Rockies. No financial details of either deal have been disclosed.

Thoukis said of the Rockies’ deal: "At Camarena, we are constantly on the pulse of new opportunities to engage consumers on a richer and more dynamic level. The Colorado Rockies have done a standup job of layering a holistic in-stadium exposure programme for Camarena that dials into the fan experience while building awareness and, more importantly, consumer trial of our product."

Greg Feasel, Rockies chief operating officer, stated: " have invested a great amount of time and effort into the recent improvements to our in-stadium experience. Exciting, fresh brands like Familia Camarena Tequila are an integral part of bringing our vision to life and we look forward to a mutually beneficial relationship."

The two sponsorship agreements bolster Familia Camarena Tequila's sponsorship portfolio. Last week the company announced it would continue its partnership with the World Series-winning San Francisco Giants.

Familia Camarena – Anaheim