TECATE BRINGS CARACTER TO LAS VEGAS AS SPONSOR
OF PACQUIAO VS. COTTO FIGHT
Mexican Cerveza to Build Buzz among Adult Consumers through Marketing Program
With little more than four weeks left before the Pacquiao vs. Cotto mega-fight at the MGM Grand in Las Vegas, I wanted to get in touch again and share with you the details of Cerveza Tecate’s promotional campaign in its support. As the primary sponsor of the Nov. 14 event, and as part of its efforts to make the boxing bout an experience for fans in the Western region of the country.
Tecate, cerveza con carácter, announces the launch of a regional marketing campaign designed to bring boxing fans closer to the Nov. 14 encounter between Filipino star Manny Pacquiao (49-3, 37 KO’s) and 
three-time world champion Miguel Cotto (34-1, 27 KO’s) of Puerto Rico. The welterweight world title bout will be broadcast on HBO Pay-Per-View® from the MGM Grand Garden in Las Vegas beginning at 6:00 p.m. PT/9:00 p.m. ET.
“We have previously collaborated with Top Rank only in Mexico and are excited to give fans on this side of the border an opportunity to be a part of what is being coined the biggest fight of the year,” said Daniel Cuellar, sponsorship and media director for Tecate in Mexico. “Both boxers have a distinctive fighter spirit and embody boldness, passion, and character. This will surely resonate not only with our adult consumers, but also with boxing fans worldwide. We are thrilled to support this event and help create awareness through our campaign.”
Tecate is supporting the fight with an ad campaign that includes TV, radio and out-of-home. At retail, stores across the Western region will feature mass displays and POS materials, as well as commemorative 24 oz cans featuring Manny Pacquiao and Miguel Cotto.
To ensure boxing fans don’t let the economy keep them from enjoying the fight at home, Tecate will offer a $25 mail-in discount for the HBO PPV event with the purchase of an 18-pack of Tecate or Tecate Light. This offer will be valid only in select states across the country, including Arizona, California, Colorado, New Mexico, Nevada, Oregon, Utah and Washington.
Leading up to the fight, Tecate will invite fans to a meet-and-greet with their favorite fighters, where they will sign autographs and take photos at the “Tecate Mobile Boxing Ring” in Las Vegas.
During fight weekend, Tecate will continue to turn this event into an experience by giving consumers over 21, the opportunity to win seat upgrades and witness the fight next to some of today’s hottest celebrities. For more information, please contact Paola Ruiz or Alejandra Calva at (212) 219-0321.