Tequila CAZADORES launched a summer fútbol campaign that gives fans their own version of the sport’s yellow and red cards.
The brand built it with Mexican actor, filmmaker, and El Paso Locomotive forward Cristo Fernández.
"Carded by Cristo" centers on Real Fan Cards inspired by familiar matchday personalities:
- The superstitious diehard
- The self-appointed coach
- The supporter leading chants before kickoff
Adults 21 and older can take an online quiz to find their fan identity and get a matching CAZADORES cocktail.
"After seeing how deeply fans connected with our partnership with Cristo last summer, we knew we wanted to build on that momentum," Tequila CAZADORES and Agave Global Senior Brand Director Jay Needham told DesignRush.
"The idea behind 'Carded by Cristo' came from taking one of the sport’s most recognizable symbols and flipping it on its head," Needham added.
The wider rollout includes social videos, surprise fan appearances with Fernández, and a limited-edition fútbol bottle jersey.
Yellow and Red Cards Become Fan Types
CAZADORES begins with a symbol that supporters understand immediately.
Yellow and red cards judge behavior on the pitch, so CAZADORES flips this visual language to spotlight the personalities, traditions, and habits around the game.
The launch film makes the fan-type idea visible before anyone reaches the quiz.
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A group watches a match while their reactions reveal different fan types.
One analyzes the left-back's positioning, another struggles with the tension, and the newest member gets tagged a "party animal."
Match commentary becomes characterization.
The final identity leads straight to El Golazo, the game-day drink Fernández co-created with CAZADORES Reposado, pineapple juice, fresh lime, agave, and jalapeño.
This one scene connects three campaign elements: recognizable fan behavior, the card identity, and the product serve.
A Summer of Cards and Cameos
The campaign keeps going after the quiz result, adding an interactive layer that asks fans to participate before CAZADORES recommends a drink.
Fernández will also surprise supporters in person all summer, while new social videos document fan carding and other matchday interactions.
The launch film sets up a repeatable branded content format, with each archetype anchoring a short clip, caption, or surprise carding.
A limited-edition bottle jersey will also appear in select markets.
The design comes from the streetwear-style jersey Fernández co-created for the brand's 2025 Fan Fútbol Kit.
It paired the jersey and El Golazo with custom glassware, snacks, a rally scarf, and hosting tools across five U.S. markets.
Bringing these brand assets back gives the second year of the partnership real continuity.
Fernández's playing role also strengthens the casting.
El Paso Locomotive signed him as a forward in May after a two-month trial, adding active pro experience to his work as an actor and filmmaker.
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The timing also widens CAZADORES' audience window.
Soccer fandom across North America rose nearly 11% between 2020 and 2025, according to Nielsen data.
And 25% of World Cup fans plan to attend matches, with many drawn to the culture around host cities.
This kind of tournament behavior gives CAZADORES a way into bars, watch parties, retail, social content, and live fan gatherings all summer.
The rollout offers three practical takeaways for brands and agencies:
- Rework a symbol fans already know. Familiar cues reduce the amount of explanation a campaign needs.
- Pair identity with a product choice. The quiz leads directly from a fan type to a cocktail.
- Carry assets across seasons. The returning jersey and El Golazo make the partnership easier to recognize.
Any brand with a product to recommend can sort fans into types and serve a matching pick, which makes "Carded by Cristo" a model worth studying.
Our Take: Can Fan Types Guide the Next Message?
We think the overlooked value sits in the quiz results.
The cards divide supporters by behavior, including tactical obsession, superstition, hosting, nerves, noise, and celebration.
These signals can tell CAZADORES more than a broad "fútbol fan" label.
With clear opt-in consent, CAZADORES could tailor its cocktail picks, social creative, bar promotions, and local activations to the fan types that show up most.
The best version is a loop, where fans show how they watch, and CAZADORES learns which habits dominate.
Then, the next round of brand activations speaks straight to them. Get this right, and the quiz earns a longer life.
It becomes a fan database CAZADORES can draw on every tournament season, long after this summer's cards are forgotten.
Looking to build fan-led campaigns around live sports and culture? Explore the top sports marketing agencies in our directory.
