NBA legend Michael Jordan is enlisting a team of athletic superstars as co-owners of his award-winning tequila company.

In a press release shared with AFROTECH™, the NBA Hall of Famer has tapped Serena Williams, Derek Jeter, and a host of other athletes and sports enthusiasts as investors in his award-winning portfolio of luxury tequilas, Cincoro Tequila.

“Cincoro has always been special to me because of the authentic friendships we’ve established around enjoying Cincoro and spending time together, designing it, experiencing it, and tasting it. We are constantly striving for greatness,” Jordan, co-founder of Cincoro Tequila, said. “And now that we’re welcoming in some of my closest friends to the business, I’m looking forward to this next era of Cincoro alongside this all-star team.”

The company’s new ownership group, Team Cincoro, also includes RedBird Capital Partners Founder and Managing Partner Gerry Cardinale; The Lerner Family, owners of the Washington Nationals; former NFL star Michael Strahan; B-Ikonic Co-founders Damien O’Donohoe and Sir Paul Marshall; Fenway Sports Group Co-founder Tom Werner; and more.

Tequila has become a popular spirit of choice for celebrities to invest in, and the story at Cincoro is no different as the company aims to expand its customer base across the globe, while also maintaining a loyal following in the states.


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Team Cincoro will utilize the new co-owners’ names and likenesses, tapping into their reach for strategic brand activities, including high-profile appearances, comprehensive media plans, experiential activations, and more.

“Being part of Cincoro isn’t just about business—it’s about championing a legacy of greatness. I love Cincoro,” said tennis’ 23-time Grand Slam Champion and team captain Serena Williams in a statement. “Just as I’ve strived for excellence on the court, I recognize the dedication and drive behind Cincoro and I’m thrilled to be part of the team.”

Moreover, the tequila company revealed plans to launch a new 375-milliliter bottle of its award-winning Blanco, Reposado, and Añejo expressions starting in early May 2024.

Launched in 2019 by NBA team owners, Jeanie Buss of the Los Angeles Lakers, Milwaukee Bucks’ Wes Edens, Boston Celtics’ Emilia Fazzalari and Wyc Grousbeck, and Michael Jordan, Cincoro Tequila has won more than 28 awards in accredited competitions, quickly becoming a gold standard for greatness within the spirits industry in roughly five years.