Roger Hampel
FOT: Atletico de Madrid
Introduction
In a groundbreaking sponsorship deal that brings together two titans of innovation, Tanqueray 0.0% joins forces with Atlético de Madrid for the 2023-24 football season. Both organizations champion values such as passion, determination, and a commitment to challenging the status quo. This partnership marks a paradigm shift in sports sponsorship by introducing non-alcoholic beverage options at the Cívitas Metropolitano stadium.
A Shared Vision of Excellence
Enrique Cerezo, President of Atlético de Madrid, and Úrsula Mejía-Melgar, Diageo Marketing Director for Southern Europe, expressed mutual excitement about the collaboration. “Tanqueray 0.0% is a brand that aligns with our core values. We anticipate sharing new victories and offering our fans an enriched experience," said Cerezo. Mejía-Melgar mirrored this sentiment: "This partnership offers a tremendous opportunity to bring together innovation, tradition, and the quest for excellence."
Offering Fans More Choices
Under the banner "Our Dreams Start With 0.0," Tanqueray 0.0% aims to become the go-to choice for fans seeking non-traditional beverage options. For the first time, spectators at the Cívitas Metropolitano stadium will be able to enjoy alcohol-free cocktails, mojitos, and gin and tonics. Furthermore, an exclusive Tanqueray 0.0% bar will be established at the north end of the stadium, giving fans a unique space to celebrate their team’s triumphs.
Why This Matters
This partnership not only sets a new standard for sports sponsorships but also broadens the fan experience by offering healthier and innovative beverage options. It allows Atlético de Madrid to enhance their brand by aligning with a forward-thinking partner, while Tanqueray 0.0% taps into a highly passionate and global fanbase.
Conclusion
The collaboration between Atlético de Madrid and Tanqueray 0.0% reflects a growing trend of partnerships that go beyond financial considerations to create real value for fans and communities. With both brands having a history of challenging conventions, this deal promises an exciting and novel experience for all involved, especially the fans who can now enjoy games in a completely new way.
Comments