Kevin Hart’s tequila brand strikes deal with Philadelphia Eagles as spirits push deeper into sports

by | Sep 14, 2023 | Business

When the Philadelphia Eagles kick off their home opener on Thursday Night Football, the NFL team will also start a new sponsorship deal with Gran Coramino, the luxury tequila brand co-founded by comedian, entrepreneur and Philadelphia native Kevin Hart.”It’s a big deal! To be in partnership with the Eagles and aligned with Philadelphia in anyway is a good and dope feeling!” Hart told CNBC’s Frank Holland in an exclusive interview about the agreement.The deal with the franchise will include signage inside the team’s Lincoln Financial Field, branded bars in the stadium and marketing on the Eagles digital platforms.The Eagles hope to seize on the recent success of celebrity spirits brands, and a rise in tequila sales, as many U.S. drinkers drop beer in favor of liquor. Gran Coramino is the latest luxury spirits brand to try to gain market share through a league or team partnership, as the association between beer and sports starts to fade.”I think sales will grow simply based off of awareness and that awareness will go from inside the stadium to outside the stadium,” Hart said. “The hope is that people fall in love with the product and they will buy it to have it at home.”Kevin Hart with a bottle of his Gran Coramino tequilaSource: Global Brands EquitiesEagles Senior Vice President of Corporate Partnerships Brian Napoli said the opening of the branded bar “w …

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