Michael Jordan seems to have been an AC Milan fan from the ’90s itself. The speculations are based on one of Michael Jordan’s popular photos with an AC Milan jersey from season 1990-91. Little did Mike himself know back then that he’d be transforming this likeness towards the Italian football club into a business partnership after nearly three decades.   

Notably, AC Milan has announced the partnership with Michael Jordan’s co-owned Cincoro Tequila through a statement on its official website. “An award-winning portfolio of luxury tequilas, now joining the Club’s family of partners as the Official Tequila of the Rossoneri,” read the notification on the website. It is worth mentioning this partnership for Cincoro coincides with the launch of its Italian expansion. 

However, it will also aim at furthering AC Milan’s fan experiences and the club’s brand positioning on a larger scale, as stated in the official release. Meanwhile, the Tequila Brand will also serve its own purpose for expansion. Yet another co-owner, Emilia Fazzalari, had stated the launch of the drink in Italy has been their long-standing goal. “This extraordinary partnership allows us to introduce Cincoro’s rich and delicious taste to discerning Italian consumers and international travelers alike,” she added.

In the press release, meanwhile, AC Milan’s Chief Commercial Officer, Maikel Oettle, emphasized the brand’s standing also extended to similar brands when aligning, alongside their customers. “creating unforgettable moments for fans and stakeholders alike,” read the press release by the club.

As per an article by Essence, the tequila industry has recently been outperforming other alcohol categories. No wonder that the likes of Kevin Hart and LeBron James have also tried their hands in the industry. And now even Cincoro Tequila has recently had a new entity from sports as another co-owner.

Serena Williams joins Michael Jordan and others as the Cincoro Tequila co-owner

As per the origin story of the brand, it all started with a casual meet between NBA franchises owners. The attendees included former Hornets owner MJ, Lakers’ Jeanie Buss, Bucks’ Wes Edens, and Celtics’ Emilia Fazzalari and Wyc Grousbeck. “One night, five NBA owners… met for dinner. That evening they bonded over their shared love for tequila. From there Cincoro was born,” brand’s official website states.

Over 29 awards in accredited spirits competitions are a testament to Cincoro’s popularity and success. Amid such positive reach of the brand, Serena Williams also decided to become one of the co-owners. The announcement came from Michael Jordan in a press release shared with Essence. “Now that we’re welcoming in some of my closest friends to the business, I’m looking forward to this next era of Cincoro alongside this all-star team,” it read.

Notably, apart from Williams, baseball champ Derek Jeter, pro golfers Keegan Bradley and Dustin Johnson, Michael Strahan have also become part owners of Cincoro. Speaking of her association with the brand, Williams stated she is “thrilled to be part of the team.” However, she has given no official opinion on the partnership with AC Milan. Speaking of which, the AC Milan and Cincoro will host a closed and exclusive dinner for stakeholders and investors. The event to be reportedly held on July 22  in the Brera neighborhood will celebrate the partnership launch.