Fort Worth-based La Pulga Spirits has been named the Official Tequila Partner of the Tennessee Titans, launching a multi-year agreement that places its tequila portfolio across bars and activations at Nissan Stadium beginning with the 2026 season — and extending into the franchise's forthcoming new venue.
Stadium Footprint
Under the partnership, La Pulga will hold a branded presence throughout Nissan Stadium, covering fan activations and specialty cocktail programming on gamedays as well as select team events off the calendar. Two signature serves — the "La Pulga Titan-Rita" and the "La Pulga Blue Paloma Storm" — anchor the on-premise menu, giving bartenders and stadium concession operators a ready-made program to execute. The deal reflects a broader trend in beverage industry partnerships with sports venues, where spirits brands increasingly compete for pouring rights as high-visibility on-premise channels.
The Farewell Season Bottle
To commemorate Nissan Stadium's final season, La Pulga has released a limited-edition "Farewell Season" collectible bottle filled with its tequila blanco. The packaging features the official Farewell Season logo and La Pulga's signature keepsake medallion — a recurring design element across the brand's portfolio. The bottle is available at select retailers, bars, and restaurants in Tennessee while supplies last, with a limited quantity accessible via LaPulga.com for buyers in eligible out-of-state shipping markets. Online purchases for delivery within Tennessee must be fulfilled through a state-licensed retailer under applicable law.
Stephen Slaughter, co-founder of La Pulga Spirits, framed the partnership around the brand's community positioning. "Nissan Stadium has always been about much more than football," he said. "It's a place where people come together for games, concerts, celebrations, and unforgettable moments. That sense of community is at the heart of La Pulga and our mantra, 'The Spirit We Share.'" Adam Nuse, Titans Chief Revenue Officer, added that the goal is for La Pulga to become "a favorite part of our fans' gameday experience" both inside the stadium and at home with the commemorative bottle.
Brand & Portfolio Context
La Pulga Tequila is produced from 100% Blue Weber Agave sourced from the Highlands of Jalisco, Mexico. The Spirits portfolio spans Blanco, Reposado, and Añejo expressions, high-proof offerings, Mezcal, Sotol, and limited-edition releases — including a Double Barrel Reposado finished in Still Austin Red Corn Bourbon barrels. All expressions are presented in the brand's easy-pour bottle with premium cork closure and the distinctive medallion. For restaurant and bar operators evaluating on-premise spirits programs, the Titans tie-in signals La Pulga's intent to expand its regional footprint in Tennessee using sports sponsorship as a distribution accelerant. Slaughter noted that Tennessee has become "an incredibly important market" for the brand, and that the Titans partnership was a natural extension of deepening that state-level presence ahead of the new stadium era.
This type of stadium spirits deal — pairing a growing independent brand with an NFL franchise's final season in a legacy venue — illustrates how challenger tequila labels are using experiential and collectible marketing to compete for shelf and tap space against legacy players. Coverage of similar on-premise beverage strategies continues to grow as operators look for differentiated programming to drive per-cap spend.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
