Familia Camarena Tequila Inks Exclusive Sponsorship Deal With Los Angeles-Based Major League Soccer Franchise Chivas USA

LOS ANGELES, March 26 /PRNewswire/ -- On the heels of an official announcement this week introducing the American launch of a new tequila brand inspired by six generations of tradition, Familia Camarena Tequila announced today a sponsorship agreement with popular Major League Soccer team, Chivas USA. Debuting its official designation as the Preferred Tequila of Chivas USA on the eve of the Los Angeles-based franchise's 2010 season opener, Familia Camarena Tequila is the first spirits brand ever to strike a partnership of this kind with Chivas USA since the team's founding in 2004.  

Chivas USA is the sister team to Mexico's beloved Club Deportivo Guadalajara, known affectionately to locals as Chivas, and is the only wholly Mexican-owned team in major professional sports in the United States. With a history rooted in the culture of Mexico and tequila production facilities located just one hour outside of Guadalajara where Chivas futbol reigns supreme, Familia Camarena Tequila is an avid supporter of the Chivas club's foray onto the American soccer circuit and considers Chivas USA an ideal partnership for the brand's entree into the American market.

"My family is honored to have the opportunity to partner with an organization that we not only respect and admire, but who we feel shares a genuine common interest in celebrating the great heritage of our native Mexico," said Agave Director and sixth generation family member, Mauricio Camarena. "It has been my family's dream to share our tequila with America. In the same way Chivas has successfully shared with America one of our country's most celebrated pastimes, Familia Camarena Tequila hopes to follow in the footsteps of Chivas USA with an authentic tequila for Americans to enjoy and celebrate."

"Familia Camarena Tequila could not be a better fit for Chivas USA," said Shawn Hunter, President and CEO of Chivas USA. "Chivas USA is more than just a team, we are a family. From our team and employees to our fans and partners, we all share a common passion not only for the sport, but for celebrating the club's Mexican heritage as well. Familia Camarena Tequila is a welcome addition to the Chivas USA family."

In addition to ownership of marketing rights to the Chivas USA name and logo, Familia Camarena Tequila's sponsorship agreement will include in-stadium brand visibility, consumer promotions, branding rights to a Familia Camarena Tequila row of eight field-level seats, Spanish language television and radio game broadcast exposure, as well as post-game promotion as the presenting sponsor of the Chivas USA Man of the Match.

Chivas USA's sixth season kicks off tonight, Friday, March 26 at the Home Depot Center in Los Angeles against opponent, the Colorado Rapids. Regular season match play extends through October with 15 of the 30 matches scheduled at Chivas USA's home stadium, which is shared with local MLS rival, the LA Galaxy.

About Familia Camarena Tequila

The product of six generations of tequila making experience, Familia Camarena Tequila is made from 100 percent blue agave grown in the Los Altos Highlands region of Jalisco, one of Mexico's most prestigious tequila districts. Produced in Arandas at the family-owned and operated distillery Casa Camarena, each bottle is double distilled, as well as bottled, labeled and packaged by hand. The Familia Camarena Tequila portfolio includes a 100% Blue Agave Silver and a 100% Blue Agave Reposado, which is aged for a minimum of two months in both new and used American oak barrels. Domestically imported by Alto Spirits LTD, Familia Camarena Tequila is currently available in California and Nevada. For more information on Familia Camarena Tequila, visit www.tequilacamarena.com.

About Chivas USA

Based at The Home Depot Center, a world-class soccer stadium and multi-sport facility located in the city of Carson, Los Angeles County, California, Chivas USA is a subsidiary of Chivas USA Enterprises LLC, which is led by Cue and club President and CEO Shawn Hunter. Chivas USA is owned by Mexican investors Jorge Vergara Madrigal, owner of Club Deportivo Guadalajara, and Antonio Cue Sanchez-Navarro. For more information on Chivas USA, visit www.cdchivasusa.com.

Editor's Note: For sponsorship inquiries, contact Patrick O'Brien, O'Brien Marketing, at 661-295-9398

SOURCE Familia Camarena Tequila