Dobel® Tequila celebrates US Open sponsorship with New York JFK takeover

As the "Official Tequila" of the US Open, Dobel® Tequila is celebrating its US Open sponsorship with activations across all terminals at New York JFK Airport for the month of August. The high-profile promotions are in partnership with multiple travel retailers.

Dobel® Tequila’s sponsorship of the US Open is now in its third year. For 2025, Dobel® Tequila’s ad campaign makes a splash on billboards in New York and features top seeded tennis stars and brand ambassadors, Taylor Fritz and Aryna Sabalenka (US Open Women’s Champion 2024) pictured alongside the Dobel® Tequila Ace Paloma cocktail – where tennis meets tequila.

JFK takeover

Dobel® Tequila owner, Proximo Spirits, has partnered with multiple travel retailers at JFK Airport during August, to amplify the brand’s sponsorship of the US Open among travelling tennis fans.

In Terminal 4 a sampling activation is in partnership with DFS and positioned outside its duty free store location on the concourse. The Dobel® Tequila promotion offers tastings for premium tequilas, Dobel® Diamante Cristalino Tequila and Dobel 50® Cristalino Tequila. There is a gift with purchase of a branded Dobel® Tequila tote bag or custom Huichol cap for every Dobel® 50 Cristalino Tequila bottle sold (while stocks last). The Huichol caps are a handcrafted tribute to the artistry behind the Dobel 50® Cristalino Tequila. Each decorative bead is meticulously placed by Mexican Huichol artisans using time-honored techniques, making every cap a one-of-a-kind collectible and connected to the US Open.

The activation in T4 also includes a gamified element: visitors can try an interactive tennis themed game where they throw tennis balls into mounted racquets that light up when they score points. Over 150 points qualifies for complimentary Dobel® US Open branded chocolates.

Dobel® Tequila’s New York JFK Airport takeover continues in other terminals with three further duty free partner activations: at T1 and T5, IShoppes has a Dobel® Tequila cash-wrap graphic and tasting week promotion; in T7 DFA is running a Dobel® Tequila tasting bar and high profile in-store HPP; while in T8, Avolta is running a Dobel® Tequila tasting week promotion in September.

These multiple retailer partnerships represent a significant investment from Proximo Spirits for its powerhouse tequila sponsorship and showcase how Dobel® Tequila is being activated across all possible JFK Airport terminals for the duration of the US Open in New York.

“Dobel® Tequila has been the official tequila sponsor for the US Open since 2023 and brand awareness for the tournament association has grown significantly year on year. It continues to be a very successful partnership and drives sales in high-profile duty free locations, especially New York,” says Roy Summers, Head of GTR for Proximo Spirits.“With our JFK Airport takeover, the branding opportunity for Dobel® Tequila is huge. This campaign is our biggest yet, and it’s a great fit for New York’s international visitors for the tournament run. We have several retailer activations in place at multiple terminals to coincide with the US Open buzz and ensure this Dobel® Tequila campaign reaches as many travellers as possible."

LHR - JFK

For tennis and tequila fans traveling from London Heathrow to New York for the tournament, Proximo Spirits has also partnered with Avolta for a Dobel® Tequila activation at T5. A tasting bar offering sampling for Dobel 50® Cristalino Tequila and GWP offer is open for early risers, 5:00am to 11:00am.