Tecate, one of Mexico’s leading beer brands, today demonstrated its ongoing commitment to boxing by announcing its presenting sponsorship of the September 15 bout between Mexico’s Juan Manuel Marquez and Ricardo “Rocky” Juarez from Houston. Hosted at Las Vegas’ MGM Grand Arena, this event will be the fourth boxing match per the agreement between Tecate and Golden Boy Promotions (GBP).
On the eve of Mexican Independence Day, all eyes will be on Juarez, an Olympic Silver Medalist chasing his first WBC Super Featherweight Champion title, and Marquez, one of the best pound-for-bound boxers and current interim featherweight defender. A live audience of more than 10,000 spectators will experience the action first hand, and the event is expected to draw hundreds of thousands of HBO pay-per-view television viewers.
“Tecate, the most authentic Mexican cerveza, is extremely proud to celebrate such an important Mexican holiday by sponsoring an event that embodies tradition, boldness and spirit; the very same elements that set us apart from our competitors,” said Carlos Boughton, brand manager for Tecate. “The clash between Marquez and Juarez will be an extraordinary display of skillful ability that will complement the most exciting year in boxing.”
In support of this event and as part of the relationship with GBP, Tecate launched several initiatives to promote the fight starting August 20. Sponsorship initiatives include out-of-home displays in 24 markets, radio advertisements tagged with the fight, cross merchandise promotions, rebate offers at retail and a public relations campaign. During the weekend of the event, Tecate will have branding throughout the venue and Chicas Tecate on site to enhance the Mexican Independence Day festivities.
In addition to its ongoing relationship with Golden Boy Promotions, Tecate has been the title sponsor of “Solo Boxeo Tecate” since January 2007, which allows boxing fans to witness up-and-coming national and international talent. Tecate’s commitment to the sport also includes sponsorship of “Boxeo es esta Esquina” and “Lo Mejor de Boxeo en Esta Esquina.” All the three boxing events are part of Telefutura and Galavision programming.