Brown-Forman's El Jimador Tequila To Sponsor MLS, U.S. Soccer

Brown-Forman today announced a four-year, multimillion dollar deal with Soccer United Marketing making its El Jimador brand the official tequila sponsor of MLS, U.S. Soccer and the U.S. men's and women's national soccer teams, as well as the Mexican national team's annual U.S. tour. The sponsorship marks the largest investment Brown-Forman has made in its tequila brands since acquiring Casa Herradura in '07. The deal includes promotions, on-field signage, on-site presence at matches, co-branded merchandise and player appearances (Brown-Forman).

The U.S. national team sponsorship will cover a period that includes the '12 London Games and '14 FIFA World Cup in Brazil. Financial details were not disclosed, but "industry sources put the deal's value in the eight-figure range." El Jimador already has a deal with the MLS Sounders FC, and Casa Herradura Tequilas U.S. Brand Dir Mark Grindstaff said that Brown-Forman is "looking to make deals with more teams" (MARKETWATCH.com, 4/25).