Michael Jordan’s Cincoro Tequila Signs on With AC Milan in High-Profile Business Maneuver

Cincoro Tequila co-founders Emilia Fazzalari and Wyc Grousbeck. Grousbeck is the majority owner of the NBA’s Boston Celtics. (Photos: Cincoro Tequila)

Fresh off a series of business moves that have refocused the brand firmly in the spotlight, Cincoro Tequila is evidently eager to continue its hot streak — this time, in collaboration with Italy’s AC Milan soccer club.

On Thursday, the Michael Jordan-backed spirits imprint announced that it had signed on as an official partner of AC Milan, the historic Serie A soccer team helmed by head coach Paulo Fonseca. Toasting the occasion, Cincoro has teased a suite of fan experiences and pop-ups at the team’s San Siro stadium in Milan, Italy. The deal coincides with the tequila’s “exciting and aggressive” global expansion plan, one that will bring it to Spain, France, Greece and the U.K. in weeks to come. 

“Launching Cincoro Tequila in Italy has long been a goal of ours and we’re thrilled to finally bring Cincoro to premium spirits aficionados in Italy,” Cincoro Tequila co-founder and Executive Chairperson Emilia Fazzalari said in a news release. “This extraordinary partnership allows us to introduce Cincoro’s rich and delicious taste to discerning Italian consumers and international travelers alike.”

Cincoro Tequila was first conceived in 2019 as a collaboration between Jordan and NBA owners Wes Edens, Jeanie Buss and Wyc Grousbeck. Two years earlier, George Clooney’s Casamigos had been sold to spirits giant Diageo for a headline-grabbing $1 billion; the sale single-handedly inspired a wave of celebrity-owned tequilas, Cincoro chief among them. Around the same time, we witnessed competing launches from the likes of LeBron James, Dwayne “The Rock” Johnson, Kendall Jenner, Nick Jonas and more.

All of that is to say: despite Jordan’s preeminent “GOAT” status, his tequila brand faces a steep uphill battle in a crowded market.

Over the past year, Cincoro has done much to change the narrative. Taking the celebrity-backed spirits concept to new heights, the brand signed on a slew of high-profile co-owners including Serena Williams, Yankees alum Derek Jeter, professional golf champions Dustin Johnson and Keegan Bradley and DraftKings founders Jason Robins, Matt Kalish and Paul Liberman.

The move has already paved the way for further success. Among the newly recruited co-owners was RedBird Capital Partners founder Gerry Cardinale, who so happens to be the majority stakeholder of AC Milan.

Elsewhere, Cincoro was recently announced as the official tequila partner of the American Century Celebrity Golf Championship, an annual tournament that brings together heavy hitters like Charles Barkley, Travis Kelce and Aaron Rodgers on the field. Crowded shoulder-to-shoulder against some of the industry’s biggest names, Cincoro seems to be embracing a “the more the merrier” approach.

“We are incredibly excited to welcome Cincoro Tequila to AC Milan,” Maikel Oettle, chief commercial officer of AC Milan said. “This partnership is a testament to our commitment to aligning with brands that embody the same spirit of excellence and luxury that defines AC Milan. This collaboration will undoubtedly elevate our brand’s prestige on a global scale, connecting the elegance of Milanese culture with the sophisticated allure of Cincoro.”

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