Eagles Senior Vice President of Corporate Partnerships Brian Napoli said the opening of the branded bar "will add value and another layer to the premium experience for Eagles fans and guests in attendance."

For Hart, a lifelong Eagles fan, the deal is particularly sweet. Ahead of the Eagles' Super Bowl loss to the Kansas City Chiefs in February, Hart posted an Instagram video claiming to have paid $16 million for an actual eagle that he named after the team's quarterback Jalen Hurts.

Hart told CNBC, "It's a massive win! I've been with the team through ups and downs."

Beer is the alcoholic drink most synonymous with sports. Ads tying together beer and baseball started as early as 1909, when Budweiser used the headline, "BALL PLAYERS USE BEER IN TRAINING," quoting the president of the then-Brooklyn Trolley Dodgers, .

In recent years, spirits brands have made a push into sports sponsorships with major American leagues. The effort has come as spirits overtook beer in market share for the first time in 2022.

Jagermeister of the National Hockey League in 2019 and the two renewed the deal in 2022. Distill Brands inked a deal to be the of Major League Baseball in 2022.

Hennessey, a brand owned by luxury giant , became " of the National Basketball Association in 2021. Global Spirits giant Diageo also reached an agreement to be in 2021. It now sponsors 20 NFL teams.

The companies said the deals have helped them reach new consumers and build brand strength.

"Through our relationship with the NFL, we have seen positive and measurable lift in impact to the perception of our brands in the eyes of consumers," Rick Pineda, director of sports for Diageo, told CNBC. "Our league and team partners have been very collaborative in finding innovative ways for our iconic brands to reach their passionate and engaged fan bases."

Jean-Baptiste Descours, NBA global program lead for Hennessy, also told CNBC the sponsorships are "about awareness and visibility." He added the cognac brand increases marketing efforts when there are higher levels of fan engagement.

"When the season tips off, Christmas games, All-Star, we focus on those type of events and even more focus on the playoff season because fans tune in," he said.

Spirits are often marketed with a focus on history, country of origin or distilling process.

Gran Coramino is made with agave from the Tequila area of Mexico, as all tequilas are. Hart co-founded the brand with Juan Domingo Beckmann, CEO of Becle, which is the parent company of Jose Cuervo tequila, and James Morrissey, CEO of Global Brand Equities.

However, Hart aims to differentiate Gran Coramino from brands in those companies by partnering with the Eagles, a Super Bowl contender known for its hard-nosed play.

The deal also gives the brand direct contact to a higher-end consumer with ample disposable income. The average NFL ticket will be $377 in 2023, a 60% increase from the previous season, according to TicketSmarter. Its CEO , "demand has never been stronger."

"Look at the fan base. If you are able to do anything that can get you to that consumer, that's only a pro. There are no cons!" Hart said.

He added, "If we can be the spirit of choice for the Eagles, that's a big deal. The takeaway is this is an inclusive drink, one appropriate for all environments — family, friends, corporate luxury, you name it. We feel like our product fits within it all."