Serena Williams joins Michael Jordan’s Cincoro owners

Serena Williams and Michal Strahan are the brand new owners of Michael Jordan’s growing Cincoro Tequila company.

The tennis and soccer champions add to the list of former skilled athletes and sports enthusiasts who help Jordan and other NBA owners run their award-winning spirits brand. Along with Williams and Strahan are baseball great Derek Jeter and skilled golfers Keegan Bradley and Dustin Johnson. All of them amongst reports that recent star athletes will join the Cincoro ownership team.

To coincide with the ownership announcement, Cincoro has also introduced recent 375ml bottles of blanco, reposado and añejo, which is able to add to its luxury tequila offering.

“Cincoro has always been special to me because of the genuine friendships we have developed around enjoying Cincoro and spending time together, designing it, experiencing it and tasting it. We continually strive for excellence,” said Jordan, co-founder of Cincoro Tequila, in a press release.

“And now that we welcome some of my closest friends to the company, I look forward to the next era of Cincoro with this all-star team.”

Williams already has a decorated business portfolio under his belt at his investment firm, Serena Ventures. However, her work at Cincoro allows her to turn out to be much more in tune with sports “greatness.”

“Being a part of Cincoro is not just about business – it is about supporting a legacy of greatness,” Williams said. “I love Cincoro. Just as I have always strived for excellence on the court, I appreciate the dedication and determination behind Cincoro and am excited to be a part of the team.”

Co-founders of DraftKings Inc. Matt Kalish and Paul Liberman and CEO Jason Robins also join the all-star lineup of Cincoro owners. The company, founded in 2019, was founded by Jordan, Boston Celtics majority owner Wyc Grousbeck, his wife, financier Emilia Fazzalari, Los Angeles Lakers owner Jeanie Buss and Wes Edens of the Milwaukee Bucks.

Luxury tequila company he boasts these are Blanco, Reposado, Anejo, Gold and Extra Anejo, which retail for $99. A black bottle of Jeter’s favorite wine, Cincoro Extra Añejo, costs over $1,000 and may go as much as $1,600 in some stores.