TECATE GOES THE DISTANCE TO PROMOTE
ANTICIPATED MAYWEATHER VS. MARQUEZ BOUT
Tecate, cerveza con carácter, will launch an integrated campaign to generate excitement among boxing fans surrounding the “Number One/Número Uno” face-off between Floyd “Money” Mayweather (39-0, 25 KOs) and Juan Manuel “Dinamita” Marquez (50-4-1, 37 KOs), which HBO Pay-Per-View will televise live on September 19, 2009, from the MGM Grand Garden Arena in Las Vegas. As part of its commitment to its adult consumers and the sport of boxing, Tecate’s campaign includes:
HBO PPV MAIL-IN REBATE In order to make the fight accessible to fans around the country, Tecate will offer its popular up to $25 mail-in rebate discount for the HBO Pay-Per-View event with the purchase of a 12-pack or larger of Tecate or Tecate Light. Offer is valid Aug. 7- Sept. 19, 2009 in states where legal.
CONSUMER PROMOTIONS 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 San Diego, Los Angeles and Las Vegas. Participants in these grassroots events include stars like Victor Ortiz, Fernando Vargas and Vicente Escobedo.
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 tickets, 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.
AT RETAIL Beginning August 17, boxing aficionados in the West coast will be able to purchase a commemorative Tecate 24 oz can featuring images of Floyd Mayweather and Juan Manuel Marquez, as well as details about the bout.
The brand also will offer consumers in the West coast 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 and one 12-pack or larger of Tecate or Tecate Light at participating stores.
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.
ADVERTISING 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.