Kicking up progress: NM United collaborations benefit nonprofit
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New Mexico United has more than its share of backers, and most of the support is local.
With more than 90 partnerships, the soccer team continues to expand its reach and create win-win collaborations with the goal of increasing sales and foot traffic for business owners.
“It’s not just you’re getting your name on the jersey, getting your name on a board and that’s it,” said David Wiese-Carl, vice-president, media and impact at NM United. “No, these are all individual relationships where we work collaboratively with these individual departments, individual companies, individual organizations, and say, ‘What can we do to help drive your goals?’ “
Wiese-Carl said it is about relationship building rather than being transactional so the business collaborations are referred to as corporate partnerships rather than sponsorships. He said the partnerships provide an opportunity to show off New Mexican businesses and organizations that make a difference in the community.
One of the soccer team’s most recent collaborations is with VARA Winery & Distillery for its 2024 and 2025 seasons. It is the first partnership VARA has done with a professional sports team. The collaboration includes jersey placement, beverage partnerships and community outreach with The Somos Unidos Foundation, which works to create positive outcomes for children across New Mexico through participation in the arts, sports and community building, according to a VARA news release.
“Not only is United relentless in the pursuit of perfecting the beautiful game, but the organization and players are also committed to giving back to our home state, a goal we share here at VARA,” JP Clement, CEO and general manager at VARA, said in a statement. “This partnership is a natural fit, and we can’t wait for fans to experience VARA and New Mexico United together at the stadium and beyond.”
One dollar of every purchased bottle of VARA’s Somos Unidos Gin or Somos Unidos Rum will benefit The Somos Unidos Foundation. The bottles are available at VARA’s locations in Nob Hill and Balloon Fiesta Park. The rum and gin will be poured as shots and offered in cocktails at NM United home games.
VARA’s locally made products will also be available before games in a designated tailgate space. On non-game days, VARA will host several NM United partnered events and athlete appearances at its tasting rooms.
NM United also has other partnerships in the brewery, winery and distillery scene, including with Ex Novo Brewing Co., Bosque Brewing Co., Sheehan Winery and Hollow Spirits Distillery. Wiese-Carl said NM United works directly with the individual companies on products, including bottling Hollow Spirits’ Velocity Vodka and providing input on label designs for Ex Novo’s NM United themed beers and Sheehan Winery’s 11 Vinos Unidos wines.
“We actually brought over some of our staff and learned the whole bottling process,” Wiese-Carl said of the Hollow Spirits vodka collaboration. “They took us through how the distilling process worked and we actually got our hands a little bit dirty just putting the labels on, bottling the bottles of vodka, and that was a lot of fun.”
A portion of the proceeds from the alcohol collaborations benefit The Somos Unidos Foundation, which supports health care and diversity initiatives as well as a high-level youth soccer team that gives every athlete a scholarship.
“The goal of the collaboration with NM United is to raise as much money as we possibly can for The Somos Unidos Foundation, such that we can scholarship New Mexico athletes to play on the New Mexico United youth development soccer club, provide academic counseling, academic tutoring, community outreach opportunities, really get them on a good track for success,” said Sean Sheehan, owner and winemaker at Sheehan Winery. “... And so because of our contributions, along with a lot of other local businesses, New Mexico United is 100% merit-based and 100% scholarship, so 100% free for the kids who participate.”
NM United has also partnered with many other non-alcohol related businesses including Meow Wolf, Sandia Resort & Casino, First Financial, New Mexico True and Duke City Cares.
“It’s really about celebrating what I like to call New Mexcellence,” Wiese-Carl said. “It’s celebrating the things that make New Mexico awesome because we have so many incredible things and people and organizations and businesses here. ”
