Jose Cuervo Tequila celebrates UFC’s 30th anniversary with Kevin Holland, Stephen “Wonderboy” Thompson ads

Mexico-based Jose Cuervo, is the first tequila brand to be a direct advertiser of the UFC with spots featuring UFC fighters Kevin Holland, a Cuervo ambassador, and Stephen “Wonderboy” Thompson.

In the ad, released last month, Holland and Thompson are in the midst of a fight as they discuss an “after party” following the bout; both decide to drink Cuevo Tradicional Cristalino. This new campaign marks the UFC’s 30th anniversary.

We spoke with Lander Otegui, senior vp of marketing at Proximo Spirits, home of Jose Cuervo, and Brit Santypal, UFC’s vp global partnerships activation, about TV advertising and why the sport is winning over Hispanic fans, especially after the partnership with Cuervo’s athlete ambassador Brandon Moreno, who was the first Mexican-born UFC champion.

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