Camarena Tequila is now the official tequila of the International Champions Cup (ICC) and LaLiga North America. The three premium brands announced their exclusive partnership, which will leverage the group’s multi-pronged international soccer platform, combining LaLiga’s 10-month long competition and ICC’s summer tournament, providing Camarena a year-long platform to activate.
The relationship will forge a deeper connection with soccer’s engaged multicultural fan base, allowing Camarena the opportunity to initiate content, digital, social, and media activations for LaLiga’s 2020-21 Season, and event activations around the 2021 ICC tournament with a specific focus on the US matches.
“ICC and LaLiga North America champion dedication and excellence within the sport of soccer – qualities which are also at the core of everything we do to produce our award-winning tequila,” said Brandon Lieb of Camarena Tequila. “The loyalty and passion fans of LaLiga and ICC demonstrate is second to none, and we hope that spirit will find a home with our brand as well.”
Leveraging LaLiga’s intellectual property, the partnership allows Camarena access to weekly customized content segments on social and digital, as well as LED field boards for select matches featuring top LaLiga clubs.
“We are thrilled to be working with a partner that shares our passion for international football in North America,” said Boris Gartner, CEO of LaLiga North America. “Camarena Tequila recognizes the value of the passionate, young, multicultural fans that LaLiga has in the U.S. and the multiple ways to connect with them on a daily basis and across numerous touch points.”
The partnership will also leverage the ICC’s in-market experiences including meet and greets, pre-game field passes, VIP tickets, signed merchandise from participating clubs for distributors and consumers, and LED field boards.
“The International Champions Cup is proud to partner with Camarena Tequila, a brand that shares our vision for celebrating soccer, culture and bringing family and friends together,” said Matt Kontos, Managing Director of ICC. “Through the creation of unique experiences and innovative activations, this partnership will enhance the ICC experience for fans onsite, at POS and through our collective Media channels, all while Camarena and ICC fans enjoy the biggest clubs and footballers playing here on U.S. soil.”