Language: EN | ES
Can also 31, 2023 • 3 min read • By Denny Alfonso
This article is moreover accessible in Spanish. Please utilize the toggle above the headline to swap languages. Lope to digiday.com/es to read extra declare in Spanish.
Mexico-primarily based mostly Jose Cuervo, is the first tequila brand to be a appropriate away advertiser of the UFC with spots that comprises UFC opponents Kevin Holland, a Cuervo ambassador, and Stephen “Wonderboy” Thompson.
Within the advert, released final month, Holland and Thompson are in the heart of a fight as they direct about an “after celebration” following the bout; both make a selection to drink Cuevo Tradicional Cristalino. This composed advertising and marketing campaign marks the UFC’s Thirtieth anniversary.
We spoke with Lander Otegui, senior vp of promoting at Proximo Spirits, home of Jose Cuervo, and Brit Santypal, UFC’s vp world partnerships activation, about TV advertising and why the sport is a success over Hispanic followers, especially after the partnership with Cuervo’s athlete ambassador Brandon Moreno, who used to be the first Mexican-born UFC champion.
This interview has been condensed and edited for clarity.
What motivated Jose Cuervo to win entangled with a brand take care of the UFC?
Otegui: As a brand, we’re repeatedly searching out for out opportunities the attach our tequila can kickstart friendships and ship folks together. We known the camaraderie of UFC’s fan culture and seen it as a natural connector between our two manufacturers. Interior UFC, we glance camaraderie shine through no longer simplest by the formulation followers attain together to leer fights, but moreover how the opponents attain together outside the Octagon. Plus, we all know a Cuervo Cristalino cocktail is the ideal plan for followers to ship excessive vitality to a UFC fight viewing.
Why is the UFC’s partnership with a product take care of Jose Cuervo tequila so considerable?
Santypal: Cuervo, as a excellent-in-class brand and UFC’s first-ever respectable tequila partner, has taken the vitality and excitement of our events to the next stage, by efficiently activating and being demonstrate all the plan through key UFC moments since the originate of our partnership in 2021. To boot to, our collaboration has equipped just a few standard and involving partnered declare that deeply connects with both UFC and Jose Cuervo customers and has increased brand publicity for both events, whereas giving UFC the chance to attain a worthy wider viewers.
What used to be the trip take care of working with UFC opponents Kevin Holland, Cuervo ambassador, and Stephen “Wonderboy” Thompson?
Otegui: It has been a pleasure working with Kevin Holland as a Cuervo ambassador in recent years. His Grapple advert involvement wasn’t his first advert with Cuervo–appropriate final yr Kevin used to be featured in our Cinco de Mayo advertising and marketing campaign “Tip it Ahead”, the attach we encouraged customers to screen toughen to bartenders over the dart back and forth. Since Kevin and Stephen appropriate fought each different in December all the plan through a UFC Fight Night, it used to be huge to head searching the advert embody their fine friendship and friendly competitors outside of the Octagon.
How does this match into Cuervo’s overall technique with the UFC?
Otegui: Our technique is all about meeting UFC followers the attach they’re — whether it’s at a fan trip ahead of a fight or on social media within declare from their favourite opponents. To boot to to our 360 digital and paid media technique, we moreover prioritize in-particular person activations, equivalent to supporting UFC fan fests and Worldwide Fight Week events. But another integral ingredient of our partnership is our athlete ambassador program, the attach we work carefully with opponents take care of Brandon Moreno and Kevin Holland to uncover interaction our followers, both through different forms of media, equivalent to commercials or social declare, but moreover by interacting at as soon as with UFC grand followers ahead of fights or through meet and greets in cities across the country.