Michael Jordan’s baby turned five! In September 2019, the then-Charlotte Hornets owner collaborated with the owners of the Lakers, Celtics, and Bucks, to launch Cincoro Tequila. Over the years, the brand has grown to be one of the most premium celebrity tequila brands, hailed for its traditional techniques and smoothness, and now boasts Jordan’s famous friends like Serena Williams and Derek Jeter in the ownership group. The Cincoro community is quite power-packed. It showed at the party celebrating its fifth anniversary.

Former Good Morning America anchor, Dr. Jennifer Ashton, shared her update from the Cincoro party in New York. She joined Jordan, Jeanie Buss, and Lakers executive, Linda Rambis. With this group was Corey Gamble sans Kris Jenner and any other Kardashian.

Also at the party were DJ Siobhan Bell; Juwan Howard’s, wife Janine Howard; musician Omarr; Kesha McLeod; and many more. But the Kardashian-adjacent raised a few brows.

The more silent player of the Kar-Jenner brood, Gamble’s connection to Jordan and Cincoro has gone under the radar. The celebrity manager is often seen at NBA games, particularly Lakers games, very close to Bus and Rambis. He’s also not new to the beverage business.

Gamble has been promoting his healthy energy drink, Update, for a while now. But he’s affiliated to a direct rival of Cincoro. Kris’ daughter, Kendall Jenner, has her own tequila brand, 818 Tequila.

818 and its unique packaging is one of the few success stories in the rapidly popular celebrity tequila business. It’s not on par with Cincoro yet but quite buzzworthy for the Kendall affiliation. You’d think if there would be some conflict of interest he’d step out to cheer for Cincoro but Corey gets a pass.

This party just proves how wide Cincoro’s celebrity community is. And it only got better.

Michael Jordan got a team of winners at Cincoro

Michael Jordan, Lakers owner Jeannie Buss, Bucks’ boss Wes Edensand Wyc Grousbeck, and Emilia Fazzalari of the Boston Celtics initially brainstormed the idea of a tequila brand in 2016. Their shared love for a smooth blend was a big part of the multiple NBA governors’ meetings they met at.

The perfectionist that he is, MJ tested and improved the various samples till he settled on one. The team also called upon master craftsmen to create the stylish bottles that make their brand identifiable.

Fast forward to September 2019, Cincoro is born. In 2024, the ownership was no longer limited to the five NBA titans. Jordan hosted his closest friends, Serena Williams, Derek Jeter, Dustin Johnson and Keegan Bradley among others at his Florida golf club, The Grove XXIII to announce them as Cincoro’s new partners. The Cincoro social media didn’t show the new bosses at the anniversary party barring Buss and Jordan.

Cincoro has been growing its partnerships, including a recent deal with AC Milan a couple of days before its fifth anniversary. Evidentially, Jordan once more got a winning team on his hands.