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Fulham FC gets Tequila sponsor in Premier League first
Fulham FC has become the first club in the Premier League to get an official Tequila sponsor as it has announced a long-term sponsorship with Enemigo.
Founded in 2017 and acquired by luxury goods distributor MadaLuxe Group last year, Enemigo Tequila will be bringing its agave-based spirits, including Enemigo Blanco 55, Añejo Cristalino 89, and Extra Añejo 00, to Craven Cottage through the partnership.
“We are bringing a truly luxurious experience to Fulham’s discerning fanbase and will have many more moments of excitement throughout our partnership,” commented Enemigo co-founder Max Davies-Gilbert. “It’s our ambition to continue to bring our award-winning Tequila to Fulham fans for years to come, finding ways to excite, engage, and of course, toast to Fulham’s wins with a cocktail from our Enemigo Bar at the Riverside Market.”
At the time of writing, Fulham is 10th in the Premier League table, having won three of eight matches played so far this season.
“It’s an honour to announce this pioneering partnership between multi award-winning Tequila Enemigo and Fulham Football Club and Fulham Pier, the first of its kind,” added Fulham FC’s commercial director Jon Don-Carolis.
The move, which will involve Enemigo display advertising and the stocking of the spirit in the stadium’s bars, will also see a new cocktail menu served at a Tequila Enemigo-branded bar from January. The news follows the West London football club’s announcement that its revamped Riverside stand will be offering fans a sommelier service.
Enemigo also launched into the United Arab Emirates this summer, a market which the company claimed had been “underserved” by the spirits category.
While Tequila sponsorships may be a new thing for UK sports, they are becoming increasingly commonplace in the US, a more-established market for the drinks, with numerous brands including The Rock’s Teremana investing in partnerships with teams.
Given that other spirits are getting in on the beautiful game, such as Chivas Brothers’ deal with Arsenal, Enemigo’s deal with Fulham likely won’t be the last Tequila partnership with a Premier League club.
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