Pantalones signs with Sheffield Wednesday
The Tequila brand co-founded by Matthew McConaughey, Pantalones, has partnered with Sheffield Wednesday Football Club.
Through the partnership, the brand will have a Pantalones Suite at the club’s stadium, Hillsborough. The Sheffield-based club currently plays in English football’s third tier, EFL League One.
Its suite, occupying two executive spaces at the south stand in Hillsborough with panoramic pitchside views, will offer a three-course dining experience with an inclusive drinks package.
Launched for the 2026-2027 season, it is available to book on a match-by-match basis and can accommodate up to 20 guests.
Gareth Williams, global sales and brand director for Pantalones, said: “Sheffield Wednesday is a club with an extraordinary history, a passionate fanbase and a special place within English and international football.
“We are incredibly proud to become the club’s official Tequila and to be joining Wednesday at the start of such an exciting new era under the stewardship of the Storch family.”
Pantalones is also a partner of Austin FC in the US, of which its co-founder, actor Matthew McConaughey, is a minority owner.
McConaughey recently shared football greetings in multiple languages for the brand using AI technology from ElevenLabs, with his permission.
Williams spoke of how football is important for Pantalones. He said: “Our association with Austin FC and our recent viral ‘welcome’ ad has shown us how powerfully the sport can bring people, communities and brands together.
“We are looking forward to introducing supporters and premium guests to our organic blanco, reposado and añejo Tequilas, opening the Pantalones Organic Tequila suite in the South Stand and building meaningful relationships with venues across Sheffield. Most importantly, we want to become a genuine part of the club and the wider Sheffield community.”
Sheffield Wednesday’s chief executive officer, David Bruce, added: “We’re committed to creating exceptional experiences for our supporters, and the Pantalones Suite is another exciting addition to our premium offering at Hillsborough. Partnering with globally recognised brands like Pantalones allows us to introduce fresh, distinctive matchday experiences that go beyond football.
“Alongside Hirsty’s Social and the Quixall Club, the Pantalones Suite demonstrates our ambition to continue enhancing every aspect of the supporter experience as we invest in Hillsborough.”
Last week, Pantalones co-founders Matthew and Camila McConaughey partnered with Tipsy Scoop to launch a Margarita-inspired ice cream.
The McConaugheys launched the brand in October 2023.
The pair often promote the brand in playful ways, such as through their ‘Official Tequila of…‘ campaign, which has seen them poke fun at Matthew’s first and only arrest.
Pantalones went nationwide in the US in September 2024.
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