Lakers to Celebrate Responsibly with 1800 Tequila

Proximo Spirits, Inc. and 1800 Tequila today became the first spirits company to sponsor the Los Angeles Lakers, allowed under a recent NBA ruling that now permits courtside spirits ads.

"Our goal is to ensure that Lakers games are the most enjoyable and exciting games to watch," said Los Angeles Lakers Chief Marketing Officer Tim Harris. "Through this groundbreaking partnership, 1800 will provide Lakers fans with the familiar flavor of the super-premium spirit and a variety of beverage choices to enjoy while celebrating courtside, while ensuring that we communicate responsible drinking."

In January, the National Basketball Association reversed a longtime ban and decided to permit hard-liquor companies to place courtside ads during games and on team websites.

When the NBA's policy towards alcohol was announced, dozens of advocacy groups ranging from abuse prevention to children's health organizations called on NBA commissioner David Stern to reverse the ruling, but the league has held firm in their new stance.

The sponsorship is part of a multi-million dollar investment deal including TV advertising and on and off-premise logo rights, the LA Lakers will align with 1800 Silver Tequila. As part of the deal, 1800 Tequila will produce extensive advertising and promotions featuring the LA Lakers logo. All messaging will be connected with a responsible drinking statement. The partnership is part of a multi-million dollar advertising and promotional campaign for the brand, including a new ad campaign (OOH, TV, On-Line, Print), national sampling campaign and multiple sponsorships.