Landmark effort for American Le Mans Series presented by Tequila Patrón
Tequila Patrón is the new presenting sponsor for the American Le Mans Series. Simply perfect. That succinctly describes the partnership between the American Le Mans Series and Tequila Patrón. On Monday, the Series announced that Tequila Patrón would take a premium position as its presenting sponsor, a move that further solidifies the relationship between two companies and brands that are the pinnacles of their class.
It is a landmark moment for the American Le Mans Series founded in 1999. Patrón initially joined as a corporate marketing partner in 2008. It has also been involved with several teams in the Series and with the branding of its California races at Long Beach and Monterey’s Mazda Raceway Laguna Seca. The announcement is the Series’ highest tiered corporate partnership in its history.
Tequila Patrón is the primary sponsor for Extreme Speed Motorsports’ two Ferrari F430 GTs.
“In an era when many [motor]sports organizations have seen reductions, sometimes significant, in corporate partner involvement, it is extremely gratifying to have a prestigious company and brand like Tequila Patrón invest so heavily in our future,” said Scott Atherton, American Le Mans Series President and CEO. “We have believed for a long time that our Series delivers a return on investment unmatched in motorsports and this is validation of that belief. The activation plan that Tequila Patrón will deploy is certainly one that will get everyone who is involved in the Series excited. This is a long-term relationship that will further position our companies as the premium brands in our respective categories.”
Tequila Patrón has been a shining example of a partner that fully activates its sponsorship including in-market promotions at-track hospitality and experiential marketing, media buys and many other areas.
“At Tequila Patrón, everything we do and everything we stand for is guided by the principle of ‘perfection.’ To that end, Tequila Patrón and the American Le Mans Series are an ideal combination – the world’s highest-quality tequila partnered with the premiere series in motorsports,” said Matt Carroll, chief marketing officer at Patrón Spirits. “In the years since we first partnered with the American Le Mans Series, we’ve been incredibly impressed with the league’s commitment to its partners and dedication to world-class racing. The American Le Mans Series truly represents the future of motorsports and we couldn’t be more honored to be partnering with this great organization.”
Scott Atherton: “We have believed for a long time that our Series delivers a return on investment unmatched in motorsports and this is validation of that belief.”
Tequila Patrón’s involvement will be felt immediately with the presence of its newly designed famous green-steepled Club Patrón at the American Le Mans Series presented by Tequila Patrón season opener – the 58th running of the Mobil 1 Twelve Hours of Sebring presented by Fresh from Florida, March 17-20. Club Patrón will also appear at Long Beach and Petit Le Mans races. Patrón will offer VIP hospitality at all 2010 events, and beginning at Sebring, the American Le Mans Series paddock will be dubbed the “Tequila Patrón Paddock”.
The spirits company takes an even bigger presence at Round Two of the American Le Mans Series at the April 17 event in Long Beach, CA which will be entitled the Tequila Patrón American Le Mans Series at Long Beach. Round 3 at Mazda Raceway Laguna Seca will bear the spirits’ name as well. The May 22 event will be known as the American Le Mans Series Monterey presented by Tequila Patrón.
In addition, Tequila Patrón remains the official spirit of the American Le Mans Series. Road Atlanta’s Petit Le Mans has also added Tequila Patrón in that category as well. Tequila Patrón will also be involved in post-race podium ceremonies with their celebrated brand presented by its ultra-sophisticated Patrón Girls.
Tequila Patrón is involved in the world’s leading sports car championship on other levels as well. For the last two years, it has been the primary sponsor for Highcroft Racing’s Acura prototype efforts. A year ago, Patrón Highcroft won the LMP1 championship with drivers David Brabham and Scott Sharp.
The Tequila Patrón banner also will be featured on two Ferrari F430 GTs from Extreme Speed Motorsports, a new GT team that Sharp announced in October.
Sharp’s seatmate will be veteran Series driver Johannes van Overbeek. Ed Brown and Guy Cosmo will pilot the other car. Brown is CEO of The Patrón Spirits Company and raced last season in the Series’ GT Challenge class and the Patrón GT3 Challenge by Yokohama, one of the International Motor Sports Association’s leading developmental championships.
“Our intent when we created the GT Challenge class a year ago,” said Atherton, “was that it would be a stepping stone for drivers to ascend to GT class racing. Ed is the first to make this step, but it is proof that the system works and we are confident there will be others.”
Tequila Patrón also is a sponsor on one of Alex Job Racing’s GTC cars for 2010 – a Porsche 911 GT3 Cup entry driven by Bill Sweedler and Romeo Kapudija.