Proximo Spirits has signed a sponsorship deal with the Los Angeles Lakers for its 1800 Tequila brand.

The partnership is part of a "multi-million dollar" investment deal including TV advertising and on- and off-premise logo rights, the company said last week.

"In creating a partnership for our tequila with a legendary sports franchise, the LA Lakers were a perfect choice for us," said Elwyn Gladstone, VP of marketing for Proximo.

1800 Tequila will produce advertising and promotions featuring the LA Lakers logo.  All messaging will be connected with a responsible drinking statement, the company said. The deal will also involve a national sampling campaign and multiple sponsorships.