The upscaling of Sheffield Wednesday’s commercial operation is continuing piece by piece.

Sheffield Wednesday will enter into a brand partnership with a high-end tequila brand co-owned by a Hollywood superstar, The Star can reveal.

The Owls are busy upscaling their commercial and hospitality operation after the appointment of David Bruce as CEO following a takeover by US consortium Arise. As part of that effort, it is understood that the club will enter into a partnership with Pantalones Organic Tequila, which is owned and co-founded by Academy Award-winning actor Matthew McConaughey and his wife Camila Alves.

The partnership will bring rise to a new hospitality offering for premium members and the forming of the Pantalones Suite, which is understood to be set to take up residence in a reimagined pair of executive spaces in the South Stand. The news follows the reimagination of the club’s 1867 Lounge and its Quixall Suite, which will become ‘Hirsty’s Social’ and ‘Quixall Club by Public’ respectively. Work is underway on those projects.

McConaughey is known to be a football fan and has a minority ownership holding in Austin FC. The Pantalones brand has an existing partnership with the MLS club. The partnership is understood to be a purely commercial one and it is not suggested that the Dallas Buyers Club star will have any sort of role or holding in Wednesday itself.

Wednesday have engaged local and international businesses in their efforts to bring about a more fruitful business operation at the club. The reinvention of hospitality spaces is part of a £6m project on the immediate upgrade of facilities at Hillsborough and Middlewood Road, with projects ranging from the improvement of water supply to its now wide-ranging premium fan offerings.

Record season ticket sales have been registered as fanbase optimism grows at S6 since the takeover by the David Storch-led consortium. Club membership and matchday prices are expected to be announced in the coming week or so.