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Serena Williams backs Cincoro Tequila
Former professional tennis player Serena Williams has joined Michael Jordan’s Cincoro Tequila brand as an investor, alongside a number of sport stars.
In September 2019, Jordan partnered with Jeanie Buss of the Los Angeles Lakers, Wes Edens of the Milwaukee Bucks, and Emilia Fazzalari and Wyc Grousbeck of the Boston Celtics to develop Cincoro Tequila.
The company has now revealed a number of new investors in the brand across the sports and business worlds.
Williams has been named a co-owner of Cincoro alongside former professional baseball player Derek Jeter, professional golf champions Dustin Johnson and Keegan Bradley, and DraftKings co-founders Jason Robins, Matt Kalish and Paul Liberman.
“Being part of Cincoro isn’t just about business—it’s about championing a legacy of greatness,” said 23-time Grand Slam champion Williams. “I love Cincoro. Just as I’ve strived for excellence on the court, I recognise the dedication and drive behind Cincoro and I’m thrilled to be part of the team.”
Jeter said he was “honoured to support Cincoro in its next era”, and has been an “avid fan” of the brand’s Extra Añejo since its launch in 2019.
Additional investors include Garry Cardinale, founder and managing partner of RedBird Capital Partners; the Lerner family (owners of baseball team Washington Nationals); Egon Durban, co-CEO and managing partner of Silver Lake; Midas List Investor and FirstMark co-founder Rick Heitzmann; B-Ikonic co-founders Damien O’Donohoe and Sir Paul Marshall; Tom Werner, co-founder of Fenway Sports Group; and TV presenter Michael Strahan.
Jordan added: “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.”
The brand is also aiming to expand internationally this summer.
The company will integrate its new team of investors into strategic brand activities such as experiential activations, comprehensive media plans and high-profile appearances.
Cincoro Tequila will also launch a new 375ml bottle for its blanco, reposado and añejo expressions this month.
The brand launched its fifth expression, Cincoro Gold, in September 2022.
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