The Los Angeles Lakers now have an “official” Tequila

NEW YORK, Aug. 13 /PRNewswire/ – Proximo Spirits, Inc. and 1800(R) Tequila announced today a groundbreaking partnership with legendary NBA team the Los Angeles Lakers, winner of the 2009 NBA Championship, marking 15 NBA Titles in total. Part of a multi-million dollar investment deal including TV advertising and on and off-premise logo rights, the LA Lakers will align with 1800 Silver Tequila, the fastest growing super-premium tequila on the market.

This is the first time that a spirits company has signed an exclusive tequila deal with the NBA Champion Lakers. Based in Los Angeles, CA, the Lakers play their home games at the Staples Center. Holding records for the most wins, the LA Lakers have the longest consecutive winning streak, the highest winning percentage, the most NBA Finals appearances and the second-most NBA championships. 1800 Tequila is thrilled to make their foray into the professional sports arena with the support of such a celebrated team.

“In creating a partnership for our Super-Premium Tequila with a legendary sports franchise, the LA Lakers were a perfect choice for us,” said Elwyn Gladstone, VP of Marketing for Proximo. “Just as the LA Lakers represent the pinnacle of their sport in terms of dynamism and brand recognition, 1800 Silver Tequila represents the most exciting name in Tequila.”

As part of the deal, 1800 Tequila will produce extensive advertising and promotions featuring the LA Lakers logo. All messaging will be connected with a responsible drinking statement. The partnership is part of a multi-million dollar advertising and promotional campaign for the brand, including a new ad campaign (OOH, TV, On-Line, Print), national sampling campaign and multiple sponsorships.

“Our goal is to ensure that Lakers games are the most enjoyable and exciting games to watch,” said Los Angeles Lakers Chief Marketing Officer Tim Harris. “Through this groundbreaking partnership, 1800 will provide Lakers fans with the familiar flavor of the super-premium spirit and a variety of beverage choices to enjoy while celebrating courtside, while ensuring that we communicate responsible drinking.”

Not really surprising to see NBA teams partnering with spirit-makers, especially when we’ve already seen the Miami Heat/Bacardi deal.  Would have liked to seen information regarding whether or not we’ll see 1800 Tequila ads courtside during Lakers games, but I’m sure we’ll find out soon enough.

And again, I’m sure that the Lakers and Proximo will use all of the necessary “responsible advertisement language” but I still wonder if these sort of partnerships would happen if we weren’t in a recession and if they’ll continue once the recession is done.  There is a reason the NBA only began to allow courtside liquor ads and liquor sponsorships; it could very easily go in the face of their other programs (i.e. “Stay in School”).  Once teams are easily able to stand alone, what keeps everything from returning to the status quo, even though its easy money?