Proximo Spirits has signed a marketing deal with NASCAR in the US for its parent company’s Cuervo tequila brand.
The unit, which handles all operations outside of Mexico for its owner (which is also called Cuervo), has agreed a “multi-year partnership” with the motor racing competition organiser this month. The arrangement allows the Cuervo portfolio, which includes the Jose Cuervo line, to use the monikers ‘official tequila of NASCAR’, ‘official margarita of NASCAR’ and ‘official partner of NASCAR’.
Financial details were not disclosed by Proximo or its parent, which is majority owned by the Beckmann family.
Starting with the new season’s first meet, the Daytona 500, this Sunday (15 February), the tie-up will centre around Jose Cuervo Especial, Cuervo Tradicional and Devil’s Reserve, along with the Jose Cuervo Sparkling Cocktails RTD range. As well as on-site activity such as branded Cuervo bars and original digital content on NASCAR’s social media channels, the package will include collaborations between the two on “responsible drinking initiatives and sustainability efforts aligned with both organisations’ corporate social responsibility goals”.
“NASCAR represents one of the most passionate and loyal fanbases in sports,” said Proximo’s executive VP of marketing & innovation, Lander Otegui. “This new era gives us a powerful platform to help fans celebrate racing culture before the race and at the track, while keeping the celebration going long after the checkered flag is waved.”
Campari Group’s Cabo Wabo was the ‘official tequila of NASCAR’ back in 2023, with the brand’s owner also announcing a multi-year agreement at the start of the year.
