Imagine, if you will, that every motorsport discipline can be equated to one kind of alcohol or another. Formula One might be champagne. NASCAR, moonshine, or maybe a case of domestic light beer. Andros Trophy ice racing, vodka. (Grey Goose on the rocks, to be precise.) A martini at Le Mans, perhaps. So what kind of booze, then, would you equate with the American Le Mans Series? How about tequila? At least, that's what Patron would like you to think.
The agave booze brand has been active in the series pretty much since its inception, most notably sponsoring Highcroft Racing's Acura prototypes. This season the ironically lime-green livery will also be seen in the GT2 category on Extreme Speed's Ferraris (one of which, incidentally, will be driven by Patron chief Ed Brown) as well as on the Porsches fielded in the GT Challenge category by Alex Job Racing and Velox Motorsports.
The bigger news, however, is that starting this season, Patron will be the series' title sponsor. Like clothier Izod picked up the naming rights for the IndyCar Series, ALMS will now be dubbed the American Le Mans Series Presented by Tequila Patron. Along with it you can expect more track-side advertising and hospitality. The news you can take to the bank, but the prospect of a complimentary shooter in the paddock you can take with a grain of salt or two.