US Open signs inaugural Tequila partner

The United States Tennis Association (USTA) has announced Maestro Dobel as the US Open’s first-ever Official Tequila.

The deal, beginning with this year’s US Open (taking place from 28 August to 10 September), will see agave-based spirit brand Maestro Dobel promoted throughout the event.

Explaining why Maestro Dobel was chosen, Deanne Pownall, USTA managing director of corporate partnerships, said: “The US Open has a storied and rich history driven by passion for the sport of tennis and a commitment to excellence. These attributes are shared with Maestro Dobel Tequila and we are excited to introduce this legacy brand to our fans on-site, and showcase the partnership to fans around the world.”

As part of the promotion for the brand, Maestro Dobel has teamed up with players Taylor Fritz, Aryna Sabalenka and Dana Mathewson. The Tequila will also be promoted through on-court signage, and will be served in cocktails during the tournament at a branded, full-service bar inside Arthur Ashe Stadium, as well as branded, mobile carts across the grounds.

Maestro Dobel founder Juan Dobel, an 11th generation Tequila maker, said: “As the number one ultra-premium Tequila in Mexico and one of the fastest-growing globally, we are excited to share our range of extraordinary Tequilas with tennis fans in New York, and continue the acceleration of the Tequila category with an international audience.”

Maestro Dobel is already the Official Tequila of a number of tennis tournaments in the US, including the Miami Open, BNP Paribas Open (in California), and the Western & Southern Open (in Ohio).

It’s a further sign of the strength of the US market for Tequila that pickleball, a game similar to tennis that also happens to be the fastest growing sport in the country, recently acquired an official Tequila – Major League Pickleball’s first spirits sponsor.