1800 Silver Tequila Becomes Lakers' First Spirits Sponsor

1800 Silver Tequila Lakers' First Spirits Sponsor

1800 Silver Tequila and the Lakers have agreed to a "multi-million dollar deal that includes ad placement at the Staples Center in L.A. and various promotions," according to Elana Glowatz of BRANDWEEK. Proximo Spirits VP/Marketing Elwyn Gladstone, whose company owns the tequila brand, said that 1800 Silver Tequila "approached the Lakers after the team announced it was accepting spirits sponsorships." Glowatz noted 1800 Silver Tequila will "advertise via banners" at Staples Center, will have space on the arena's LED display, and will "place online banners on the Lakers' Web site" (BRANDWEEK.com, 8/13). Proximo indicated that 1800 Silver Tequila is the "team's first spirits sponsor." MEDIAPOST's Karlene Lukovitz noted the NBA earlier this year "lifted its 17-year-old ban on hard liquor advertising courtside, on team Web sites and elsewhere, with the stipulation that the advertising must convey the need to drink responsibly." All 1800 Silver Tequila ads and promotions will "include such messaging." The partnership is a "highly visible addition" to 1800 Silver Tequila's "male-oriented, multimillion-dollar advertising and promotion plan, which includes national sampling and other sponsorships." Gladstone said that the brand will be "launching a major new advertising campaign featuring a celebrity within a few weeks" (MEDIAPOST.com, 8/14).