2.
SPORTS
PROPERTIES
LOADING
UP
ON
TEQUILA
DEALS
Category Overview
Since 2002, sales of high priced tequilas, "super-premium" tequila 100% blue agave, have
increased 28%, with an average growth rate of 8.6% per year, as reported by the Distilled
Spirits Council. The Tequila Regulatory Council, which tracks producers, reports there are
now 1,166 tequila brands registered within the category. In 2008, the Council reported 901
registered brands, representing 30% growth in the past 3 years alone. The growth has
encouraged spirits multinationals to invest in the category with Beam Global recently
acquiring the Sauza brand and Brown-Forman snapping up Herradura. Thanks to a hyper
competitive environment filled with upstarts, a highly fragmented marketplace and a
history of little brand differentiation (thanks in part to America’s fascination with
Margaritas), tequila marketers are accelerating their marketing spend in order to both
differentiate their product from both other top shelf competitors and generic competitors at
the low-end. Combine this with the appealing demographics sports provide and loosening
alcohol marketing rules for many sports properties (NBA took on its first spirits sponsor –
Bacardi – in 2010 and reversed its ban on liquor ads in 2009, NFL is exploring the spirits
category at the team & league-level, NASCAR will allow spirits advertising & retail
promotions for first time in 2012) and it’s easy to see why tequila marketers find sports an
appealing venue to market their libations. While multi-national backed brands (i.e. Brown-
Foreman’s el Jimador) are competing aggressively for league-level sponsorships, the
fragmentation of the market among smaller players with tighter marketing budgets, has
resulted in a bounce in competitive activity for more affordable team-level deals, primarily
motivated by geographic expansion of Tequila brands into top 50 DMA’s.
Spending Activity
It would be difficult to account for spending at 1,166 tequila brands. The sponsorship
activity displayed below is pulled from the SponsorPitch.com database and covers top
category players within the U.S. For more information about deal terms and decision
makers at each company, please consult the SponsorPitch Sponsor Index.

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Activations
Pouring rights and consumer sampling are important activation components for many
deals. Other traditional activation staples of the tequila category include logo rights for
promotions, on-field signage, VIP hospitality, on-site presence, rights to develop co-
branded merchandise and player appearances. As is the case with most spirits
sponsorships, activation messaging reminds consumers to drink responsibly.
2011 Forecast
Major markets will eventually become saturated with tequila team deals, but seeing as this
is still a fairly nascent category, there is still plenty of room for geographic growth.
Beyond team sports, look for tournament-based events, such as golf to loosen rules around
spirits sponsorship, which will create an additional area of growth. As league executives
become increasingly interested and open to spirits sponsorship, look for multi-nationals to

4. likely lock in the tequila category, as part of broader deals that allow conglomerates to
leverage rights fees across a selection of other distilled spirits categories including not
only tequila, but also other spirits such as rum and vodka. Despite this trend at the league
level, most teams will still be able to sell their own exclusive deals – and given that most
of the smaller brands will not have the marketing budgets to afford league deals anyway –
look for team deals to be where most of the category activity lies in 2011 and beyond.
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