Michael Jordan’s Cincoro Tequila Signs Slew of Celebs to Ownership Group, Including Serena Williams, Derek Jeter and DraftKings Founders

(Photo: Cincoro Tequila)

Cincoro Tequila is taking celebrity-owned spirits to a whole other level with the addition of “Team Cincoro,” a crème de la crème of prominent athletes and business moguls who have signed on to the brand’s co-ownership group.

On the sports side, Cincoro has recruited 23-time Grand Slam Champion Serena Williams, Yankees alum Derek Jeter, professional golf champions Dustin Johnson and Keegan Bradley and DraftKings founders Jason Robins, Matt Kalish and Paul Liberman.

Behind the scenes, other signees include Sir Paul Marshall, co-founder of Fenway Sports Group and Gerry Cardinale of RedBird Capital Partners. 

“Being part of Cincoro isn’t just about business—it’s about championing a legacy of greatness. I love Cincoro,” Williams said in a press release. “Just as I’ve strived for excellence on the court, I recognize the dedication and drive behind Cincoro and I’m thrilled to be part of the team.”

Within the cut-throat tequila market, where celebrity-owned brands are launching by the dozen, recognizable leadership can be crucial in distinguishing yourself from the competition. In this sense, Cincoro has always shot for the stars. In addition to Michael Jordan, founding partners include NBA owners Wes Edens of the Milwaukee Bucks, Jeannie Buss of the Los Angeles Lakers and Wyc Grousbeck and Emilia Fazzalari of the Boston Celtics.

Since launching in 2019, the brand has distinguished itself with a lineup of tall and slender glass tequila decanters. For Cincoro, luxury aesthetics and opulent price tags are the name of the game; while its Blanco costs around $70, Cincoro Extra Añejo runs the bill up to nearly $1,600.

“Cincoro Tequila embodies greatness, and I love it,” Johnson said. “I couldn’t be more excited to be a member of Team Cincoro, alongside all these exceptional athletes, and leaders in their fields.”

Other celebrity-backed spirits imprints have taken a similar approach to visibility. Lobos 1707 Tequila — launched by Diego Osorio in 2020 — currently counts LeBron James, Maverick Carter, Anthony Davis, Issa Rae, Arnold Schwarzenegger and Paris Hilton as investors.

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