Apr 01, 2011 at 02:34 PM
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Sponsorship Fuels Awareness & Trial As Tequila Brand Expands To New Markets

As competition in the tequila category heats up, many of the industry's major players are leaning heavily on sports sponsorship to announce their entry into to key markets throughout North America. No brand has done it more than Familia Camarena Tequila, which announced that it has inked a three-year sponsorship deal with the Colorado Rockies, a day after renewing its deal with the World Series Champion San Francisco Giants. The new deal with the Rockies is aimed at promoting the tequila brand's expansion into Colorado, which began last month.

"At Camarena, we are constantly on the pulse of new opportunities to engage consumers on a richer and more dynamic level," said Gerard Thoukis, Director of Marketing for Camarena. "The Colorado Rockies have done a standup job of layering a holistic in-stadium exposure program for Camarena that dials into the fan experience while building awareness and, more importantly, consumer trial of our product."

Since Familia Camarena launched in the U.S. in 2010, the brand has used sponsorship extensively, thus far inking deals with Chivas USA (MLS), the Phoenix Suns and Orlando Magic of the NBA, and 5 different MLB teams. For more details, check SponsorPitch's Sponsor Index.

"Familia Camarena Tequila is a great addition to the Colorado Rockies business roster," said Greg Feasel, Rockies Chief Operating Officer. "We have invested a great amount of time and effort into the recent improvements to our in-stadium experience. Exciting, fresh brands like Familia Camarena Tequila are an integral part of bringing our vision to life and we look forward to a mutually beneficial relationship."