The World Cup is back, and Brown-Forman tequila brand el Jimador is counting on mounting global soccer fever over the next few weeks with its latest tournament-themed marketing push. While the brand isn’t an official sponsor of the World Cup—but is an official sponsor of the Mexican national team—el Jimador wanted to celebrate the joy soccer brings and the sport’s power to bring people together. “There is a tremendous amount of enthusiasm, certainly in Mexico but also in the Hispanic community here in the United States, for what is happening in Russia,” Jerry Preyss, CEO of Scoppechio, said. “We felt it was very appropriate that we have el Jimador somehow participating in the narrative of this important event.” Scoppechio and el Jimador created this animated spot that tells the story of soccer legend and former Mexican national player Luis Hernandez, more commonly known by the nickname “El Matador.” In the film, Hernandez shares his favorite soccer memories—growing up playing the game he loves with and against his brother and how that played out over time. “When we think about el Jimador tequila, we exist to help bring consumers closer in moments of joy,” Ed Carias, senior brand manager of el Jimador, U.S., said. “It’s when consumers are getting together and having fun.