Story By: Sol Tucker
Photos By: Sol Tucker and Edgar Reyes
Los Angeles, CA–
In continuing the party like atmosphere of the Busch Clash at the Coliseum weekend, Cabo Wabo Tequila threw an amazing party across the street from the famed coliseum to announce the first ever tequila sponsorship with NASCAR.
I will be the first to admit, when the press release came to us about the press event launching the partnership, we had to take a double take to make sure what we were looking at was correct. A tequila sponsor in NASCAR… come on! Yep, that’s it, more time to party and get into the races this season. The days of basic beer at the track has come to an end. Time to flavor up and enjoy one of the best products in the Campari Brands arsenal of products.
Jeff Wohlschlaeger, NASCAR senior vice president and chief sales officer, said: “Cabo Wabo’s reputation for doing things bigger, bolder and better perfectly aligns with the spirit of our sport. We welcome Cabo Wabo Tequila to the NASCAR family as we begin the celebration of our 75th anniversary season.”
Here are a couple of key components of the deal between the two.
- Cabo Wabo also becomes the official tequila of the Daytona, Kansas, Michigan and Talladega tracks.
- The brand will activate the deal via branded on-site experiences, presenting sponsorships of concerts, consumer sweepstakes.
- Racing-themed digital and social media content also included in agreement.
Throughout the night invited guests and media had a chance to sample some of the Cabo Wabo crafted cocktails, that included a signature “Smokeshow” drink. This flavor with either version of Cabo Wabo continued with the trend that really has taken over with tequilas lately, smoke flavoring in the cocktail. The smokier the better.
Quite a few people sent us messages on social media after we posted a video from the night asking about how the moves with other spirits in other racing like F1 are affecting how NASCAR looks at possible partnerships to continue to reach the ever-growing younger audience. Right now, we didnt really get any answers if this was looked at before partnering with the brand, but you have to think some of this was placed in consideration.
