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Gran Coramino, a premium tequila brand launched by actor-comedian Kevin Hart and Jersey City-based Proximo Spirits founder Juan Domingo Beckmann, was named the Official Luxury Tequila of the Philadelphia Eagles.

As part of a newly announced multiyear partnership with the NFL franchise, Gran Coramino will receive signage inside the football team’s Lincoln Financial Field and branded bars in the stadium as well as marketing on the Eagles’ digital platforms.

The agreement also includes an upcoming sweepstakes for fans to win season tickets and an exclusive tequila event with Eagles legends.

In a statement, Hart said, “As a die-hard Philadelphia Eagles fan, this partnership marries two of my biggest passions: football and tequila. Last year, I surprised fans with an Eagle to bring luck to my team, but this year, I had to kick it up a notch. To build anticipation for this football season, my tequila brand signed a multiyear partnership that brings the Eagles and Gran Coramino together. The Eagles are stuck with me now!”

Philadelphia Eagles Senior Vice President of Corporate Partnerships Brian Napoli said the franchise is looking forward to “a long-term, mutually beneficial partnership.”

“The opening of the Gran Coramino bar at Lincoln Financial Field will add value and another layer to the premium experience for Eagles fans and guests in attendance,” he added.

The collaboration comes a few weeks after Maestro Dobel Tequila – another brand owned by Proximo Spirits – was announced as the first-ever Official Tequila of the U.S. Open.

As spirits become a more popular choice for consumers in recent years – with liquor overtaking beer in market share for the first time ever in 2022 – a growing number of sports teams and leagues are trying to leverage that shift, CNBC noted. 

For instance, Jagermeister is the Official Shot of the National Hockey League, while Distill Brands is the Official Vodka of Major League Baseball, Hennessy is the Global Spirits Partner of the National Basketball Association and Diageo is the first spirit sponsor of the NFL.