NBA legend Michael Jordan is expanding the ranks of his award-winning tequila brand, Cincoro Tequila, by enlisting a star-studded team of athletic superstars as co-owners.

In a press release shared with AFROTECH™, Jordan announced that iconic figures such as Serena Williams, Derek Jeter, and several other athletes and sports enthusiasts are joining him as investors in Cincoro Tequila. Jordan, who co-founded the brand, expressed excitement about this new phase, emphasizing the genuine friendships and shared passion for excellence that underpin Cincoro's ethos.

The newly formed ownership group, dubbed Team Cincoro, features notable names like RedBird Capital Partners Founder Gerry Cardinale, the Lerner Family (owners of the Washington Nationals), and former NFL star Michael Strahan, among others. Tequila has increasingly become an investment focus for celebrities, and Cincoro aims to leverage its star-studded lineup to expand its global footprint while maintaining its loyal following.

Team Cincoro plans to leverage the influence and reach of its co-owners for strategic brand initiatives, including high-profile appearances, media campaigns, and experiential activations. Serena Williams, the 23-time Grand Slam Champion and team captain, expressed her enthusiasm for joining Cincoro, likening the brand's pursuit of excellence to her own quest for greatness on the tennis court.

In addition to welcoming new co-owners, Cincoro Tequila announced plans to introduce a new 375-milliliter bottle for its Blanco, Reposado, and Añejo expressions in early May 2024. Since its launch in 2019 by NBA team owners and Jordan, Cincoro Tequila has garnered over 28 awards in esteemed competitions, solidifying its reputation as a pinnacle of excellence in the spirits industry within just five years.