Vikings Loading Up On Spirits Deals

The Minnesota Vikings are taking full advantage of their new ability to sell sponsorship to the spirits category. Days after announcing it had secured E&J Brandy as a team partner, the NFL team has also signed a three-year tequila deal. Under terms of the deal, Familia Camarena Tequila will receive rights to the Minnesota Vikings logos, as well as in-stadium brand exposure during all Vikings regular season home games through the 2013-2014 season.

In 2010, Anheuser-Busch snapped up NFL rights to the beer category, but unlike its predecessor, Coors, the current $1.2 billion deal does not include the spirits category. This has freed up teams to actively sell the category with some restrictions. For instance, no players can be attached to campaigns.

"Camarena Tequila's partnership with the Vikings is an integral part of our marketing strategy focused on continued consumer trial and awareness of Camarena Tequila," said Gerard Thoukis, Director of Marketing for Camarena. "We look forward to a great inaugural season with this well-respected organization."

"The Minnesota Vikings welcome Familia Camarena Tequila to our valued roster of corporate partners," said Steve LaCroix, Vikings Vice President of Sales & Marketing. "As with all of our partners, our commitment is to develop a marketing program that optimizes their brand exposure at Mall of America Field."

Familia Camarena Tequila's partnership with the Vikings is the brand's tenth team deal, as it currently holds sponsorships with six Major League Baseball clubs, two National Basketball Association teams and three additional National Football League teams this year.

Both Familiar Camarena and E&J Brandy are owned by E. & J. Gallo. As the category opens up across other leagues, look for more holding companies to start leveraging their economies of scale in sponsorship negotiations and maximizing sponsorship leverage across a wider portfolio of brands."

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