TECATE GOES THE DISTANCE TO PROMOTE
ANTICIPATED MAYWEATHER VS. MARQUEZ BOUT
Cerveza Brand Celebrates Character of Sport as Lead Sponsor of the July 18 HBO PPV Event
Tecate, cerveza con carácter and primary sponsor of the “Number One/Número Uno” showdown between Floyd “Money” Mayweather (39-0, 25 KOs) and Juan Manuel “Dinamita” Marquez (50-4-1, 37 KOs), will be launching an integrated campaign to build buzz around the event among its adult consumers. Marking the return of Mayweather, six-time world champion in five divisions, after more than a year away, the match will be televised live on July 18, 2009, from the MGM Grand Garden Arena in Las Vegas via HBO Pay-Per-View.
“Tecate understands the important role that fans play at every boxing event, whether they watch it live, at organized viewing parties, or at home. Therefore, we have developed a program that will not only get consumers excited about the fight, but also provide them with sizeable discounts on at-home party essentials,” said Carlos Boughton, brand director for Tecate. “On July 18, the boxing world will be rocked by both fighters’ performance and we want to ensure our adult consumers don’t miss a single round of the action.”
Beginning June 8, 2009, Tecate is offering its popular $25 mail-in rebate discount for the HBO Pay-Per-View event in select states across the country (except in Louisiana, Minnesota and Texas) with the purchase of a 12-pack or larger of Tecate. The brand also will offer consumers over the age of 21 the opportunity to save up to $30 in snacks and party supplies, with the purchase of $100 worth of groceries at participating stores (except in Louisiana, Minnesota and Texas).
Leading up to the fight, Tecate will invite fans to a meet-and-greet with their favorite Golden Boy Promotions fighters, where they will sign autographs and take photos at the “Tecate Mobile Boxing Ring” in Los Angeles, Las Vegas and San Diego. Past participants in these grassroots events have included Victor Ortiz, Shane Mosley and Juan Manuel Marquez, among others.
The weekend of the fight, Tecate will continue to do its part to enhance fans’ experience onsite by giving legal drinking age consumers the opportunity to win seat upgrades and witness the fight next to some of today’s hottest celebrities. Consumers 21 and older also will be able to partake in special promotions and interactive games hosted by the Chicas Tecate at various restaurants and bars inside the MGM Grand.
To build awareness of “Number One/Número Uno,” Tecate will tailor its out-of-home, TV and radio spots in select markets to include images of the boxers and details about the fight. Furthermore, thousands of thematic POS elements – including price cards, posters and mass display pieces – will help promote the fight among consumers shopping in their favorite grocery and liquor stores.
For more information on Tecate’s boxing platform, please contact Paola Ruiz or Alejandra Calva at (212) 219-0321.
Photo by Dylan Wilson – Hoganphotos/Golden Boy Promotions