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America’s Favorite Tequila Brand & UFC To Bring Passionate Fans Together

Tequila, Mexico and Las Vegas, Nevada (July 8, 2021) – Jose Cuervo, the world’s leading tequila brand, today announced a new, three-year partnership with UFC, the world’s premier mixed martial arts organization.


As a brand, Jose Cuervo believes that sharing tequila together with friends creates unique bonds and memorable experiences. As the first-ever “Official Tequila of UFC,” Cuervo will unveil “Cuervo in Your Corner” – a campaign celebrating the two iconic brands by bringing fans together to experience the biggest UFC events. UFC fights are meant for communal viewing, and through Cuervo’s new initiative – including giving fans one-of-a-kind experiences, access to their favorite fighters, engaging digital content and more – the two brands are uniting to make UFC watch parties with friends all the more exciting.

“Jose Cuervo’s passion for bringing friends together over tequila makes our partnership with UFC a perfect match for the camaraderie that’s built on fight night,” said Lander Otegui, Senior Vice President of Marketing at Proximo Spirits. “While fighters might be rivals in the Octagon, Jose Cuervo knows UFC is best enjoyed alongside friends. Partnering with this iconic brand gives us a great opportunity to bring the energy and spirit of Jose Cuervo, a brand known for encouraging celebration and togetherness, to the UFC community."

The new partnership will officially begin during one of the most anticipated events in UFC history, UFC 264: POIRIER vs. MCGREGOR 3, which takes place on Saturday, July 10, at T-Mobile Arena in Las Vegas. Jose Cuervo and UFC will launch numerous activations surrounding UFC 264, including:

  • A new Jose Cuervo digital advertisement featuring former interim UFC lightweight champion Justin Gaethje and UFC welterweight Michael Chiesa.
  • Bar activations for fans to watch the event at their local bar.
  • Octagon branding.

“We’re thrilled to welcome Jose Cuervo as UFC’s first-ever Official Tequila Partner,” said Paul Asencio, Senior Vice President, Global Partnerships, UFC.  “Jose Cuervo is a best-in-class brand that will enhance the excitement of the UFC viewing experience for our fans.  We’re looking forward to helping Jose Cuervo reach consumers through the power of the UFC brand while partnering with them to create innovative ways to activate and connect with our fans.”

Additional elements of the partnership include Jose Cuervo serving as the presenting sponsor of UFC Quick Hits, a show hosted by Laura Sanko that is broadcast live backstage exclusively on UFC social media channels during events and which features interviews with UFC talent and athletes, personalities and other special guests. Later this year, UFC and Jose Cuervo will host a national sweepstakes to give fans a chance to win a VIP fantasy weekend complete with fighter meet-and-greets, tours and more.

Fans can also expect additional initiatives annually and be on the lookout for new premium displays and sampling opportunities promoting Jose Cuervo’s exclusive tequila partnership with UFC.

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