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The World Cup is back, and Brown-Forman tequila brand el Jimador is counting on mounting global soccer fever over the next few weeks with its latest tournament-themed marketing push. While the brand isn’t an official sponsor of the World Cup—but is an official sponsor of the Mexican national team—el Jimador wanted to celebrate the joy soccer brings and the sport’s power to bring people together.
“There is a tremendous amount of enthusiasm, certainly in Mexico but also in the Hispanic community here in the United States, for what is happening in Russia,” Jerry Preyss, CEO of Scoppechio, said.