Michael Jordan’s Cincoro Tequila Tees Up Partnership with Star-Studded American Century Golf Championship
(Photo: Cincoro Tequila)
Cincoro Tequila, the brainchild of 14-time NBA All-Star Michael Jordan, is cementing its position in the golf world mere months after it signed on professional golfers Dustin Johnson and Keegan Bradley as co-owners.
On Monday, Cincoro was announced as the official tequila partner of the American Century Celebrity Golf Championship. Hosted annually by NBC Sports, the tournament pits an eclectic mix of celebrities against each other at the Edgewood Tahoe Resort in Nevada; this year’s contenders include Charles Barkley, Travis Kelce, Jason Kelce, Aaron Rodgers, Miles Teller, Don Cheadle and more.
Commemorating the occasion, Cincoro will be mixing up a variety of signature cocktails and branded installations at the Championship this week between July 10 and July 14.
“We are thrilled to partner with American Century Championship and NBC Sports to offer a sophisticated lounge experience, featuring our delicious Cincoro Tequila,” Cincoro Tequila CEO Jeff Agdern said in a news release. “From the sports and entertainment legends competing on the course to the passionate fans cheering them on, everyone will have the chance to elevate their experience with Cincoro.”
Aside from the obvious NBA connection, Cincoro’s enmeshment in the sports industry can’t be overstated. The brand was brought to market in 2016 by Jordan alongside a handful of 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. Jordan was an NBA owner at the time, too, but has since sold his majority stake in the Charlotte Hornets.
Since then, the luxury tequila imprint has brought on 23-time Grand Slam Champion Serena Williams, Yankees alum Derek Jeter and DraftKings founders Jason Robins, Matt Kalish and Paul Liberman to its slam dunk co-ownership group, fittingly dubbed “Team Cincoro.”
The tequila itself subscribes to the tall-and-slender “ultra-premium” look increasingly popular within the market. Prices range from $70 for its flagship Blanco to upwards of $1,600 for its embossed Extra Añejo.
All of that’s to say, Cincoro will fit in well within the glitz and glamor of the American Century Championship. The three-day, 54-hole tournament will dole out a $750,000 purse with $150,000 reserved for the winner. Past victors have included comedian Alfonso Ribeiro, actor Michael Peña and boxer Canelo Álvarez.
“The American Century Championship is pleased to welcome Cincoro Tequila as a tournament partner. With Cincoro available to both participants and spectators, it’s creating a distinctive upscale experience that complements the tournament vibe,”NBC Sports President of Acquisitions and Partnerships Jon Miller said.
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