O’Brien Marketing Secures Familia Camarena Tequila Sponsorship of Chivas USA Soccer Team

For Immediate Release:


Henry Smith


(949) 258-4326

SANTA CLARITA, CA, March 26, 2010 – 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.

Sister team to Mexico’s beloved Club Deportivo Guadalajara, Chivas is the only completely 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 fútbol reigns supreme, Familia Camarena Tequila is an avid supporter of the Chivas club’s foray onto the American soccer circuit, making Chivas USA an ideal partnership for the brand’s entrée 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.”

Securing the sponsorship agreement between Chivas USA and Familia Camarena Tequila was Los Angeles-based company, O’Brien Marketing. Positioned at the intersection of sports, marketing and business, O’Brien

Marketing brought a unique perspective and years of experience to the table in negotiating the deal. An
impressive history of building brands through sponsorships and collaborative partnerships between businesses and sports entities, O’Brien Marketing was an ideal partner to introduce Familia Camarena Tequila to the Chivas USA family and soccer aficionados. In addition to ownership of marketing rights to the Chivas USA name and logo, O’Brien Marketing negotiated significant branding opportunities for Familia Camarena Tequila including 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.

“Working with a brand as distinctive as Familia Camarena Tequila, image and brand association were key in exploring sponsorship possibilities,” remarked Dondi Kingsbury, Executive Vice President of O’Brien Marketing. “Partnering with Chivas USA provided a unique opportunity to build a complimentary partnership with a brand that offers the cache, prestige and authenticity as that of Familia Camarena Tequila. Fusing the two brands takes the excitement of soccer to a whole new level, providing fans with a fresh and genuine cultural experience.”

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 O’Brien Marketing
O’Brien Marketing specializes in the business of media buying, advertising and all types of marketing including sports, Hispanic, entertainment and event marketing. With more than 45 years of collective experience in the industry, O’Brien Marketing uses their unprecedented working knowledge of media landscapes (including the local, regional and national levels) to ensure success for their clients through their extensive market research, creative negotiation strategies, execution and implementation.  

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 with further expansion planned for 2011. 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 Cué and club President and CEO Shawn Hunter. Chivas USA is owned by Mexican investors Jorge Vergara Madrigal, owner of Club Deportivo Guadalajara, and Antonio Cué Sánchez-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