Bacardi has timed a soccer-themed activation for tequila brand Cazadores in the US to coincide with the later stages of FIFA’s Club World Cup tournament in the country.
The brand owner has recruited Mexican actor – and “former professional fútbol player” – Cristo Fernández to front the programme, which centres around a branded ‘Fan Fútbol Kit’. Fernández (below) appears in Apple TV+ comedy Ted Lasso.
The kit, which contains a Cazadores soccer jersey, is available in five US cities – Chicago, Dallas, Los Angeles, New York and San Francisco – as well as online from this week.
The FIFA Club World Cup commenced in the US on 14 June with the final taking place at MetLife Stadium in New Jersey on 13 July. Official sponsor AB InBev has been running campaigns for Budweiser and Michelob Ultra in the country since the tournament kicked off.
Bacardi’s tequila portfolio is dominated by Patrón, which earlier this month was partnered with Indian rapper & singer Karan Aujla for the launch of its El Alto iteration in India and other markets across Asia, the Middle East and Africa.
