NASCAR has landed its first official tequila sponsor, bringing Cabo Wabo as part of a new multi-year arrangement. Terms are not being released, but Cabo Wabo will be the official tequila for both the sanctioning body itself and several of its owned tracks in Daytona, Kansas, Michigan and Talladega. Cabo Wabo was originally founded by rock legend Sammy Hagar before being sold to the Italian Campari Group. This company is the sixth largest spirits company worldwide. This is the Campari Group’s first foray into NASCAR and Cabo Wabo’s only national sports sponsorship, but some Campari brands have partnerships in other motorsports series around the world. Campari Group Head of US Marketing Andrea Sengara said: “We always look at what would be the right property to target … and we looked at who was going to (NASCAR) and it was a beautiful overlap of , who we wanted to talk to.” She added, “We know that nearly half of tequila drinkers have an interest in NASCAR … and with the Midwest and the South, those are exactly the areas we’re focusing on growing Cabo Wabo.”
PROGRESS PLANS: Sengara said Cabo Wabo is working with a number of different agencies, and some of them will work on this NASCAR deal, though she didn’t identify them. The activation plans include responsible drinking messages that will encourage fans to drink branded water bottles to sober up at their on-field displays. This is similar to how Heineken uses its global F1 sponsorship to encourage fans not to drink and drive. Cabo Wabo will also build some branded bars and do sampling with some of its products, along with digital and social media promotions, present sponsorships of concerts and a consumer contest with winners entering a race for free as a prize. Cabo Wabo’s spirits will be sold as part of mixed drinks for concessions at the NASCAR-owned tracks it sponsors.