Cerveza Tecate Hosts a Community Soccer Program - Event Marketer

Cerveza Tecate Hosts a Community Soccer Program

DB_Heineken_2008 Ex
Brand: CERVEZA TECATE HEINEKEN
Agency: ALCONE
Awards: EX AWARDS — BEST MULTICULTURAL EVENT CAMPAIGN
Year: 2008

Speaking to the heart of its Mexican-American market, Cerveza Tecate tapped into the group’s love of soccer by creating the Tecate Soccer Program. The highlight was the Copa Tecate, which featured 2,800 amateur soccer leagues with 50,000 participants from 24 cities nationwide, competing for the championship title.

Leading up to the semi-finals, Tecate held other events, like the sold-out U.S. Seleccion Tecate in Raleigh, NC. This competition brought together Primera Division (First Division) teams from Mexico, such as Morelia, Azul, Pachuca and others, to put on a show for the public. Among the players were Mexican soccer legends, including Luis Roberto, Missael Espinosa and Benjamin Galindo.

For the finals, the teams were flown to Freno, CA, to compete for the championship title. The winner of the semi-finals and finals of the amateur league tournament received $10,000.

In addition to soccer, the Mexican community thrives on music and dance. Tecate brought in A-list live musical talent to entertain the crowd. Plus, it set up meet and greets with Tecate players, provided on-pack discounts and additional retail offers. Tecate players were also on hand to sign autographs.

Following the program case sales increased up to 20.5 percent regionally and 12.4 percent nationally.

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