Sheffield Wednesday Welcomes Pantalones Organic Tequila To Hillsborough Stadium

Sheffield Wednesday welcomes Pantalones Organic Tequila to Hillsborough Stadium.

Sheffield Wednesday Football Club is delighted to announce a groundbreaking new partnership with Pantalones Organic Tequila.

The world-renowned tequila brand, co-founded by Matthew McConaughey and Camila Alves, will bring an exclusive new premium experience to Hillsborough, transforming two executive spaces into the brand-new Pantalones Suite.

Crafted from Blue Weber agave at a family-owned distillery in Amatitán, Jalisco, Mexico, Pantalones Organic Tequila offers award-winning Blanco, Reposado and Añejo varieties.

Combining panoramic pitch views with great food, flowing drinks and a splash of Pantalones’ signature fun, the Pantalones Suite offers an expertly curated three-course dining experience with an inclusive drinks package and is available to book on a match-by-match basis.

Accommodating up to 20 guests, the suite is available for exclusive, shared or individual bookings and can be reserved online now.

The partnership marks Pantalones’ first entry into English football, having been named the Official Tequila of Major League Soccer club Austin FC in 2025, and will see Pantalones available across Hillsborough to premium members.

Chief Executive Officer, David Bruce, said: “We’re committed to creating exceptional experiences for our supporters, and the Pantalones Suite is another exciting addition to our premium offering at Hillsborough. Partnering with globally recognised brands like Pantalones allows us to introduce fresh, distinctive matchday experiences that go beyond football. Alongside Hirsty’s Social and the Quixall Club, the Pantalones Suite demonstrates our ambition to continue enhancing every aspect of the supporter experience as we invest in Hillsborough.”

Gareth Williams, Global Sales and Brand Director for Pantalones Organic Tequila, said: “Sheffield Wednesday is a club with an extraordinary history, a passionate fanbase and a special place within English and international football. We are incredibly proud to become the club’s Official Tequila and to be joining Wednesday at the start of such an exciting new era under the stewardship of the Storch family. Football has always been important to Pantalones, and our association with Austin FC and our recent viral ‘welcome’ ad has shown us how powerfully the sport can bring people, communities and brands together. We are looking forward to introducing supporters and premium guests to our organic Blanco, Reposado and Añejo tequilas, opening the Pantalones Organic Tequila suite in the South Stand and building meaningful relationships with venues across Sheffield. Most importantly, we want to become a genuine part of the club and the wider Sheffield community.”

The Pantalones Suite is the latest premium experience to launch at S6 ahead of the 2026/27 season, joining Hirsty’s Social and the Quixall Club, crafted by Public, as part of the Club’s continued investment in enhancing the Hillsborough matchday experience.

Premium experiences are available to book now, while existing season ticket holders can also upgrade their matchday experience throughout the 2026/27 season.