Proximo Spirits is set to highlight the cristalino expression of its Maestro Dobel Tequila brand through a sponsorship agreement with tennis’s US Open.
The company, which is part of the Cuervo business, has secured ‘Official Tequila’ status for Dobel with the tournament, starting later this year. The arrangement with organiser the US Tennis Association features on-court signage as well as a branded bar inside the Arthur Ashe Stadium at Flushing Meadows-Corona Park in New York.
Financial details of the tie-up, which builds on Dobel’s sponsorship of the Miami Open, BNP Paribas Open and Western & Southern Open, were not disclosed.
The US Open runs for two weeks from 28 August.
Proximo has positioned Dobel with gold as well as tennis: The brand is also the ‘Official Tequila of the PGA Tour & PGA Tour Champions and recruited Spanish professional Jon Rahm as an ambassador earlier this year.
Last weekend, Campari Group’s Cabo Wabo Tequila utilised its sponsorship of NASCAR in the US to push a responsible drinking message.
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