When the Philadelphia Eagles play their first home game on Thursday Night Football, they will also debut a new sponsorship deal with Gran Coramino, a luxury tequila brand co-founded by comedian and entrepreneur Kevin Hart, who hails from Philadelphia.
Hart shared his excitement about the agreement in an exclusive interview with CNBC’s Frank Holland. He said, “It’s a big deal! To be in partnership with the Eagles and aligned with Philadelphia in any way is a good and exciting feeling!”
As part of the deal with the team, Gran Coramino will have signage inside Lincoln Financial Field, branded bars in the stadium, and marketing on the Eagles’ digital platforms.
The Eagles are looking to capitalize on the growing popularity of celebrity spirits brands and the increasing demand for tequila, as many American drinkers are transitioning from beer to liquor. Gran Coramino is the latest luxury spirits brand to seek market share through a partnership with a sports league or team, as the association between beer and sports diminishes.
Hart believes that with the exposure and awareness gained through this partnership, sales of Gran Coramino will increase. He hopes that people will develop a fondness for the product and buy it for consumption at home.
Kevin Hart with a bottle of his Gran Coramino tequila
Source: Global Brands Equities
Eagles Senior Vice President of Corporate Partnerships Brian Napoli expressed his enthusiasm for the branded bar, stating that it will enhance the premium experience for Eagles fans and attendees.
For Hart, a lifelong Eagles fan, this deal holds special significance. Prior to the Eagles’ Super Bowl loss to the Kansas City Chiefs in February, Hart posted an Instagram video claiming that he had spent $16 million to acquire an actual eagle, which he named after the team’s quarterback Jalen Hurts.
Hart told CNBC, “It’s a massive win! I’ve been with the team through thick and thin.”
The Intersection of Spirits and Sports
Beer has long been associated with sports. Ads featuring beer and baseball date back to as early as 1909, when Budweiser used the headline “BALL PLAYERS USE BEER IN TRAINING,” as quoted by Sports Illustrated.
In recent years, spirits brands have increasingly ventured into sports sponsorships with major American leagues. This shift comes as spirits overtook beer in terms of market share for the first time in 2022.
In 2019, Jägermeister became the official shot of the National Hockey League, and the partnership was renewed in 2022. Distill Brands became the official vodka of Major League Baseball in 2022.
Hennessey, a brand owned by luxury giant LVMH, became the first “global spirits partner” of the NBA in 2021. Diageo, a global spirits giant, also secured a sponsorship agreement with the NFL in 2021, making it the first spirits sponsor for the league. Diageo now sponsors 20 NFL teams.
According to Rick Pineda, Director of Sports Marketing for Diageo, these partnerships have helped increase brand perception among consumers. He stated, “Through our relationship with the NFL, we have seen a positive and measurable increase in the impact on the perception of our brands in the eyes of consumers. Our league and team partners have been highly collaborative in finding innovative ways for our iconic brands to connect with their passionate and engaged fan bases.”
Jean Baptiste Descours, NBA program lead for Hennessy, also emphasized the importance of these sponsorships for creating awareness and visibility. He mentioned that the cognac brand amplifies its marketing efforts during periods of heightened fan engagement, such as the start of the season, Christmas games, All-Star events, and the playoffs.
Embracing Success in the Spirits Industry
Spirits are often marketed based on their history, country of origin, and distilling process.
Gran Coramino, like all tequilas, is made with agave from the Tequila region of Mexico. However, Hart aims to differentiate his brand by partnering with the Eagles, a Super Bowl contender known for their tenacity on the field.
This collaboration also provides the brand with direct access to a higher-end consumer base with significant disposable income. According to Ticket Smarter, the average NFL ticket price for the 2023 season will be $377, a 60% increase from the previous season. Ticket Smarter’s CEO stated, “Demand has never been stronger.”
Hart expressed his thoughts on the fan base, stating, “If you can do anything to reach that consumer, it’s only a positive. There are no negatives!” He added, “If we can become the drink of choice for the Eagles, that’s a big deal. The takeaway is that our product is inclusive and suitable for all settings, including family, friends, and corporate luxury.”
