NBA legend Michael Jordan is preparing for the global expansion of his Cincoro Tequila brand by adding his “closest friends” — including tennis champion Serena Williams and former Yankee Derek Jeter — to the list of co-owners.
Alongside 23-time Grand Slam Champion Serena Williams, Cincoro Tequila’s new co-owner members include MLB Hall of Famer Derek Jeter, professional golf champions Dustin Johnson and Keegan Bradley, and DraftKings Inc. co-founders Jason Robins, Matt Kalish and Paul Liberman, among other prominent investors. Financial terms were not made public, according to a spokesperson.
Six-time NBA champion Jordan said he was welcoming some of his “closest friends to the business” in order to launch the “next era of Cincoro”.
The brand has also launched a smaller 375ml bottle for its Blanco, Reposado, and Añejo expressions, ahead of plans for international expansion outside the US, set to begin this summer. The company said in a statement that it will integrate its new team of co-owners into strategic brand activities including experiential activations, media plans and public appearances.
The full new ownership group also includes Founder & Managing Partner of RedBird Capital Partners, Gerry Cardinale, The Lerner Family (Lerner Enterprises and owners of the Washington Nationals), investing legend and Co-CEO and Managing Partner of Silver Lake, Egon Durban, Midas List Investor and FirstMark Co-Founder, Rick Heitzmann, B-IKONIC Co-Founders Damien O’Donohoe and Sir Paul Marshall, Co-Founder of Fenway Sports Group, Tom Werner, and Michael Strahan.
Jordan launched Cincoro Tequila in 2019 with four other former NBA stars: Jeanie Buss of the Los Angeles Lakers, Wes Edens of the Milwaukee Bucks, Emilia Fazzalari and Wyc Grousbeck of the Boston Celtics.