Tecate will celebrate Mexican Independence Day (Sept. 16) throughout the month of September by sponsoring three boxing bouts featuring celebrated Hispanic boxers. It’s all part of the brand’s expanding partnership with boxing promotional firm Golden Boy Promotions.
The lightweight showdown of Diaz vs. Katsidis will kick off the series of matches on Sept. 6 at Houston’s Toyota Center. As the primary sponsor Tecate will conduct several radio promotions with KTJM “La Raza ” including a 50-ticket giveaway. Thematic point-of-sale displays will be developed specifically for the fight and the bout will be broadcasted live on HBO’s “Boxing After Dark” show.
In Las Vegas on Sept. 13 Tecate will sponsor the Casamayor vs. Marquez championship fight at the MGM Grand Garden Arena. Boxing fans in Arizona California Colorado Nevada and New Mexico can receive a $20 mail-in-rebate for the HBO Pay-Per-View event with the purchase of a 12-pack of Tecate. Tickets also will be available through radio sweepstakes and Tecate will host autograph sessions with Golden Boy fighters at key accounts in Las Vegas the day before the fight.
“There are two big weekends for the Hispanic boxing fan in Las Vegas—Cinco de Mayo and Mexican Independence Day ” Carlos Boughton Tecate’s brand director told Buzz. “Here we have everything we need to make this a fantastic event. First a championship fight. Second it’s happening on Mexican Independence Day weekend. Third it features the most recognized Mexican boxer out there Rafael Márquez.”
The series concludes on Sept. 27 in Los Angeles where Tecate will serve as secondary sponsor of the Mosley vs. Mayorga bout scheduled to take place at Los Angeles’ Home Depot Center. From Sept. 15-27 approximately 250 retailers in Southern California and Nevada will support Tecate’s sponsorship with thematic POS and posters.
Tecate will also host viewing parties at key restaurant and bar accounts in each of the three markets where consumers can watch the fights in the company of Chicas Tecate (a.k.a. Tecate girls) and receive branded merchandise including boxing posters and cards.