Global Spirits & Wine [Fortune Brands, Inc. (NYSE: FO)] and Tres Generaciones Tequila have formed a new multi-year partnership with world-championship boxer and entrepreneur Oscar de la Hoya. Through the partnership, De La Hoya will be a business partner and brand ambassador for the super-premium tequila to consumers, media and trade. The partnership also includes sponsorship of boxing events promoted by De La Hoya’s promotional company, Golden Boy Promotions.
In addition to utilizing De La Hoya in the promotion and advertising of the brand, Tres Generaciones will also be visible at multiple Golden Boy Promotions boxing events on premium cable and pay per view. The brand’s sponsorship will be visible in the ring, throughout the arena and through activations across their vast retail network.