In honor of Cinco de Mayo–the annual festive celebration of Mexican culture–let’s take a quick look at tequila, arguably Meixco’s favorite export.

More than 110 active brands bought sponsorships or media in the Tequila subcategory over the last 12 months, with each brand averaging 5 sponsorship deals.

Patrón was the most active brand with more than 45 sponsorships, among them properties like F1 driver Sergio ‘Checo’ Perez, the Miami Heat, Buffalo Bills, and Florida Panthers. Hornitos claims the 2nd spot with nearly 40 deals, while Don Julio ranks 3rd with more than 35. Jose Cuervo, Casamigos, Maestro Dobel, Mamitas, 1800 Tequila, el Jimador, and Herradura round out the top 10.

Digital content and social media are tied atop the list of most frequently bought sponsorship assets by Tequila brands, followed by venue products and services, interior signage and concourse signage, in that order.

The Tequila subcategory saw an incredible 81M in total engagement in the last year with more than 2K unique posts, led by a co-branded Instagram post by Kendall Jenner and 818 Tequila, which engaged a whopping 7.3M users. The partnership’s social campaign also scored the highest engagement among tequila brands, with 29.9M across just 9 posts. Meanwhile, a social campaign between Teremana Tequila and Dwayne (the Rock) Johnson ranked second, with 36 posts that engaged 24.1M.

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