Tecate Beer announced today plans to launch a regional marketing campaign designed to bring boxing fans in Houston closer to the Feb. 28 encounter between former World Feather and Junior Lightweight Champion Juan Manuel Marquez, 49-4-1 (36), and the current three-time winner of the lightweight title, Juan Diaz, 34-1 (17).

The Ring Magazine World Lightweight Championship will be broadcast on HBO’s “World Championship Boxing” at 7:00 p.m. PT/10:00 p.m. ET, live from the Toyota Center in the largest city in Texas.

“We’re extremely proud to share the same Mexican roots as Marquez and Diaz, who have used their bold carácter to triumph in the sport and become examples of Hispanics’ drive to succeed in and beyond the ring,” said Carlos Boughton, brand director of Tecate.

“As a bold Mexican brand, we’re continuously looking for ways to further engage and offer Hispanic adult consumers relevant brand experiences while being true to our authenticity. Tecate’s involvement in this fight emphasizes our desire to bring local boxing fans closer to the sport, as we return to the city with a Championship fight for the second time in six months.”

Tecate’s regional promotional efforts designed to drive interest to Diaz’ second consecutive fight in his hometown will kick off on Feb. 15. The brand will execute promotions at 150 retail stores in Texas and at 400 additional locations in Southern California.

Tailored regional radio ads featuring fight details will build buzz among every fan in the region, encouraging them to witness the bout live at the Toyota Center or via HBO’s telecast.

During fight day, a group of Tecate’s brand ambassadors - the Chicas Tecate - will be at the Toyota Center to participate in photo and autograph sessions, enhancing consumers’ experience with their Mexican charm.

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Boxing News Tags: HBO Boxing, IBO, Juan Diaz, Juan Manuel Marquez, Tecate