• by Karl Greenberg , August 31, 2010

Tecate is tying its sponsorship of the forthcoming boxing title fight between "Sugar" Shane Mosley and Mexican-American Sergio Mora to Mexico's Bicentennial Independence Day weekend.

The Sept. 18 fight, promoted by Golden Boy Promotions, also has an independence theme: "200: Celebrate and Dominate." To further its sponsorship of the bout, to be held at Los Angeles' Staples Center and broadcast on HBO PPV, Tecate will tailor its TV, radio and out-of-home advertising carrying a "Cerveza Con Caracter" theme, with information about the fight. The brand will also augment the effort with retail programs in its key markets: Arizona, California, Colorado, Nevada, New Mexico, Oregon and Washington.

Stores in these markets will have banners touting the fight, plus displays and posters with images of Mosley and Mora. Stores in Los Angeles and San Diego will host a Tecate and Golden Boy Promotions "Museo de Boxeo," a collection of memorabilia from notable fights. During a special promotion in Los Angeles, consumers also will have the opportunity to witness the antics of Univision Radio personality Piolín.

Carlos Boughton, Tecate brand director, tells Marketing Daily that the appearances of Sergio Mora, Victor Ortiz and Saul "Canelo" Alvarez will pull Mexican Americans. "We've seen Alvarez gain a lot of respect and popularity from fans on both sides of the border. But at the end of the day, what aficionados want to see is talent and character in the ring, regardless of where the fighters are from."

He adds that Mexican Independence Day is a key occasion for Mexicans and Mexican Americans, and that since this is its bicentennial, there is "an added layer of pride surrounding the holiday from both first-generation Mexican Americans and those with deep roots in the U.S."

As it has in the past, Tecate will also offer mail-in rebate coupons worth $25 off of the HBO PPV fight event with the purchase of a 12-pack or larger of Tecate or Tecate Light.

Tecate says consumers with tickets to the Sept. 18 fight can participate in a text-to-win promotion dangling the chance to upgrade to arena-floor seats. In addition, the beer brand will have "Chicas Tecate" on site for photo sessions and commemorative 22-ounce and 32-ounce cups with the fighter's images for sale at the venue's concourse.

The evening before the fight, on Sept. 17, the brand will sponsor a series of events outside Staples Center. The event includes Tecate Boxing Fan Zone with games, music, and the like; and a concert featuring local Mexican American bands. Later, Tecate sponsors a live broadcast of Telefutura's "Solo Boxeo Tecate" program, a fight series that is also outside the venue.