Courtside with Character: Lunazul Tequila Expands NBA Presence with Multi-Year Team Partnerships

Tequila Brand Aligns with Detroit Pistons, Charlotte Hornets, Orlando Magic, and San Antonio Spurs to Tip Off Basketball Season

LOUISVILLE, Ky., Oct. 1, 2025 /PRNewswire/ -- Lunazul Tequila, a premium, 100% blue agave tequila rooted in the heritage of Tequila, Jalisco, Mexico, proudly announces multi-year partnerships with four iconic NBA franchises: the Detroit Pistons, Charlotte Hornets, Orlando Magic, and San Antonio Spurs. The expansion of Lunazul's NBA presence builds on its initial partnership with the Detroit Pistons, launched in October 2024, and extends the brand's reach to three additional teams beginning in July 2025. Together, these strategic alliances will connect Lunazul with passionate basketball fans throughout the 2025–26 NBA season and beyond.

"At Lunazul, we believe in celebrating passion, loyalty, and authenticity—the same values that make basketball such an inspiring sport for millions of fans," said Brittany Wenig, Senior Brand Manager at Lunazul Tequila. "By partnering with the Pistons, Hornets, Magic, and Spurs, we're able to bring our tequila to the court and connect with fans in meaningful ways, both inside the arena and beyond. Just like every bottle of Lunazul is crafted with care and integrity, these partnerships allow us to create memorable experiences that celebrate the spirit of the game."

"Look to Luna" This Basketball Season

Basketball fans are known for their loyalty—both to their teams and to the brands that stand beside them. Through in-game activations, broadcast integrations, and custom fan experiences, Lunazul will tap into this passion to drive visibility and engagement, aligning its brand with the energy, dedication, and authenticity of the NBA community.

Key Program Elements

The Lunazul Basketball program will be amplified through a robust multi-channel campaign, including:

• NBA Team Partnerships – Multi-year sponsorships with the Detroit Pistons, Charlotte Hornets, Orlando Magic, and San Antonio Spurs. Each partnership features in-arena signage, branded bars with specialty cocktails, ticketing opportunities, local broadcast mentions, and engaging social media content.
  
  
• National Sweepstakes – "Your Game, Your Way," giving fans the chance to win a trip to an NBA game in one of Lunazul's partner markets. Entry will be promoted via social media and point of sale in local accounts with QR codes to access the sweepstakes.
  
  
• The Big Podcast with Shaq – Exclusive sponsorship for Season 3 (July–December), including live reads, custom segments, and social media integration with NBA legend Shaquille O'Neal. Widely regarded as one of the most dominant players in NBA history and now a beloved broadcaster and cultural icon, Shaq brings unmatched credibility and star power to the partnership.
  
  
• Connected TV & National Media – A continued presence across major platforms such as HBO Max, Hulu, ESPN, and YouTube TV, extending Lunazul's message to millions of sports fans nationwide.

A Legacy of Craft and Integrity

Lunazul Tequila was born from the vision of Francisco Beckmann Sr., a seventh-generation descendant of Mexico's oldest tequila-producing dynasty. Today, his son, Jorge Beckmann, continues the tradition as president of Tierra de Agaves, crafting tequila with integrity, quality, and approachability in Tequila, Jalisco.

From the careful cultivation of 100% Blue Weber agave to double distillation in custom cognac stills and aging in charred American oak bourbon barrels, every bottle of Lunazul reflects a dedication to craft. Each label is applied by hand, underscoring the brand's commitment to authenticity and excellence. Known for its uncompromising quality and smooth, approachable flavor, Lunazul offers a full range of premium tequilas, including Blanco, Reposado, Añejo, and the all-new Primero Collection. With its deep heritage and passion for excellence, Lunazul invites consumers to experience the true spirit of Mexico in every sip.

ABOUT LUNAZUL: Lunazul Tequila is a hand-harvested, estate-bottled tequila made from only the finest 100% Blue Weber agave. Hailing from Tierra de Agaves distillery, which is located in Tequila, Jalisco — the heart of Mexico's agave country — the brand offers multiple varieties of tequila to choose from: Blanco, Reposado, Añeįo, along with the Primero Collection each representing a traditional, authentic preparation method. Born from the unparalleled expertise and fierce determination of the Beckmann Family, who has more than 250 years of experience in agave spirits and tequila making, Lunazul was founded on the premise of creating an exceptional tequila at a price point that's accessible for all to enjoy. Lunazul leaders, President Jorge Beckmann and Master Distiller Francisco Ǫuijano, are helping to carry the torch for the deeply revered, authentic spirit, and they each proudly offer a wealth of expert experience in the world of agave. Follow along at @lunazultequila on Instagram.

IMAGES: Download here

MEDIA CONTACT: 
Kaitlynn West 
Heaven Hill Brands 
(502) 413-0230 
[email protected] 

SOURCE Heaven Hill Brands