Once upon a time, Michael Jordan and the Boston Celtics were among the Los Angeles Lakers’ fiercest adversaries. Now, those and other NBA entities will be doing business with the purple and gold, thanks to a tequila brand co-founded by Lakers governor Jeanie Buss.

This week, the team announced that Cincoro tequila has become an official sponsor. The award-winning tequila, which launched this past September, is the product of a partnership between MJ, Jeanie, Emilia Fazzalari and Wyc Grousbeck of the Celtics, and Wes Edens of the Milwaukee Bucks that began in 2016. While in New York City for the NBA’s annual owners' meeting, that group wound up discussing the creation of a premium tequila—Michael’s spirit of choice—over dinner.

Cincoro’s sponsorship deal includes in-arena signage during games at Staples Center and branded hospitality events throughout the season.

Josh Martin is the Editorial Director of CloseUp360. He previously covered the NBA for Bleacher Report and USA Today Sports Media Group, and has written for Yahoo! Sports and Complex. He is also the co-host of the Hollywood Hoops podcast. Follow him on Twitter and Instagram.