• by Karl Greenberg , March 3, 2011

Tres Generaciones Tequila has signed a long-term partnership with retired boxer, future hall of famer, and president of Golden Boy Promotions, Oscar de la Hoya, who will act as a business partner and brand ambassador for the premium tequila. 

De la Hoya will do outreach to consumers, media and trade. Tres Generaciones, as part of the deal, will sponsor a roster of boxing events promoted under the Golden Boy banner.

De la Hoya will appear in promotions and Tres Generaciones brand advertising, and the brand will also be visible at Golden Boy Promotions boxing events on premium cable and pay per view, according to a company release. Also, the brand's sponsorship will be visible in the ring, throughout the arena and via activations across the Tres Generaciones' retail network.

"Tequila is the second-largest spirits category at Beam Global, with tremendous potential for future growth," said Bill Newlands, president, North America for Beam Global Spirits & Wine, in a statement. "And with Oscar having real 'skin in the game,' the opportunities before us are endless to further grow our share of the tequila market."

De la Hoya, who reigned as the top draw in professional boxing, before the ascent of Manny Pacquaio, got the "Golden Boy" moniker after he won gold at the 1992 Olympic Games. He was the first Latino American to own a boxing promotional company. Since then, several Mexican and Puerto Rican boxers have created their own boxing promotional companies, but none have as big a roster of top-tier fighters, or the kinds of brand alliances Golden Boy has been able to make under the guidance of CEO Richard Schaefer. The company is in its ninth year.

Said Newlands, "This is not a celebrity endorsement. It's the marriage of two like-minded brands who will work together now and in the future to celebrate and promote tequila and boxing."