Familia Camarena Tequila Scores with Concacaf 2019 Partnership

Jul. 3, 2019


Consumers already know Familia Camarena Tequila as a delicious, award-winning brand. Now, through a new partnership with the Confederation of North, Central America, and Caribbean Association Football (Concacaf), Camarena will be recognized as the international champion it is.

Concacaf is a biannual soccer championship which brings together the best teams from the region, celebrates the many cultures represented, and eventually honors the best team from all of North, Central America and the Caribbean with the Gold Cup. Sadly, the Gold Cup is one prize which Familia Camarena Tequila is not eligible to win, but the brand will still be winning the tournament in terms of on-site promotions, consumer outreach, and paid advertising.


Through its work with the Concacaf tournament, Camarena hopes to bring people together, according to a statement from the company, and “to forge a deeper connection with soccer's engaged millennial and multicultural fan base.”

"We're always looking for engaging ways to bring our brand to life with our consumers, and Camarena Tequila's partnership with Concacaf brings together the winning spirit of the 2019 Concacaf Gold Cup with the most awarded tequila in the country and couldn't be a better fit for Camarena Tequila," said Britt West, Vice President of Marketing at E. & J. Gallo Winery, Camarena's parent company. "We know National Team soccer fans are some of the most dedicated and passionate in all of sports and we hope they'll discover the same level of dedication and passion that we put into making each bottle of Camarena Tequila."

Promotional goals

Through its robust sponsorship deal with the tournament, Camarena will have access to highly sought-after promotional opportunities, including the tournament kick-off at the Rose Bowl, other games at the Red Bull Arena in New Jersey and the final game at Soldier Field in Chicago. Additionally, Camarena will have exclusive rights to the "Match Highlights presented by Camarena Tequila" digital content series, according to the company. The series will feature the best moments, shots and saves of each match, and will also have a major presence at Futbol Fiesta, the tournament's official pregame celebration.

"We are excited to partner with Camarena Tequila for the 2019 Gold Cup, which will enable us to create more engaging activations that go beyond the field," said Concacaf General Secretary Philippe Moggio. "We are looking forward to leveraging our relationship with a premium brand like Camarena Tequila to bring this unique celebration of football and culture closer to our fans."

The 2019 Concacaf Gold Cup will air in the United States on the Univision and FOX family of networks, leading to increased coverage nationwide and access to millions of soccer-loving consumers. Talk to your Breakthru Sales Consultant today about how Familia Camarena’s hard work with Concacaf can net your business greater Tequila sales.

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