The deal makes 1800 the team's first spirits sponsor, according to Proximo.

Earlier this year, the NBA lifted its 17-year-old ban on hard liquor advertising courtside, on team Web sites and elsewhere, with the stipulation that the advertising must convey the need to drink responsibly. All 1800 ads and promotions will include such messaging.

More than 20 other NBA teams have sponsorship deals with liquor companies, and courtside liquor advertising is certain to become prevalent going forward, according to nysportsjournalism.com. For example, Bacardi -- now in the second year of a seven-year deal with the Miami Heat -- will begin courtside advertising for Grey Goose, Dewar's and Bacardi this coming season, the site reports.

1800's Lakers partnership is a highly visible addition to the brand's male-oriented, multimillion-dollar advertising and promotion plan, which includes national sampling and other sponsorships.

The brand will be launching a major new advertising campaign featuring a celebrity within a few weeks, Proximo VP of Marketing Elwyn Gladstone tells Marketing Daily.

In June, hip-hop artists Rick Ross and the Triple C's Crew signed on to endorse the 100-proof, 100%-agave 1800 Silver label, which Gladstone has described as "a serious tequila for the serious tequila drinker."

A contest currently featured on 1800tequila.com offers the chance to win "the ultimate man cave." The grand prize is $10,000 to spend on top-of-the-line home entertainment systems and other man cave necessities.

Other recent campaigns have included an "Essential Artists" promotion offering unknown artists the opportunity to compete to have their original 1800 bottle designs featured on limited-edition bottles, and a "Design Your Own Bottle" contest offering a prize of $10,000 and having the design featured in advertising.

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