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Patrón has signed an agreement to become the first ever exclusive tequila supplier of the Formula One Paddock Club, the sport's trackside VIP offering.
The partnership will debut at the yacht experience at this weekend's Monaco Grand Prix, and further solidifies Patrón's role in the world of Formula One following the recent collaboration with Mexican driver Sergio Pérez earlier this year.
The Paddock Club takes fans behind the scenes and into the heart of the action. Along with exclusive experiences including a unique trackside view of the start/finish straight and the pit lane, guests can also access tours of the pit lane and hang out in spaces above the team's garages that feature a bar experience – now serving signature Patrón tequila cocktails – refreshments, entertainment, and appearances by Formula One drivers.
"Just as Patrón goes to extraordinary lengths to deliver perfection in every drop of our 100 per cent naturally perfect tequila, that same tireless dedication to perfection can be seen in F1 – from the drivers, to the crews to the passionate fans who live for the sport," said Kathy Parker, president and global chief marketing officer of Patrón.
"This is an exciting time for motorsport with the explosive growth and rising interest from fans around the globe and at Patrón, we are thrilled to be part of that passion as the official tequila partner for F1.
"After the announcement of our collaboration with Pérez earlier this year, becoming a part of the Paddock Club experience was a natural next step for Patrón to help make guests race day experience simply perfect with a Patrón cocktail in hand."