Tecate Gets Double Mileage From September

Tecate Floyd Mayweather, Jr. is getting back in the ring this year to engage in a pay-per-view prize fight. Everyone wants to see Mayweather Jr. fight Manny Pacquaio. Even those who don't follow the sport probably know Mayweather is unbeaten and lionizes that "0" on his loss column like it's the Hope Diamond.

Beyond boxing, Mayweather has gotten his name out there on "Dancing With the Stars," and dancing in and out of court. The interesting thing about the upcoming Mayweather vs. Victor Ortiz fight on Sept. 17 is that it happens on the same evening as another big bout, with Mexican superstar Saul "Canelo" Alvarez versus The Contender winner Alfonso Gomez. And viewers will see both.

As Alvarez, Canelo, Gomez, and Eric "El Terrible" Morales (the future Hall of Famer who fights on the Mayweather/Ortiz undercard) are all directly or indirectly from Mexico, and since boxing is one of the two most popular sports among Hispanics (soccer is the other), it makes perfect sense that Heineken's Mexican cerveza brand Tecate will be involved as a sponsor.

The good news for fans and for Tecate is that the sponsorship involves both fights under Golden Boy Promotion's' "Star Power" event on HBO Pay-Per-View, meaning that fans at the two arenas will see both fights, as will those who watch it on PPV and at movie theaters around the country. And they will also see Tecate branding.

The way it works is that fans in attendance at the two fights (the Mayweather/Ortiz fight is at the MGM in Vegas, while Alvarez/Gomez is at the Staples Center in Los Angeles) will see a telecast of the other bout on a giant screen before the live fight in their arena. Both fights will also be broadcast on an in-cinema program in some 380 movie theaters around the country, including Clearview's Ziegfeld in New York.

At Staples Center, Tecate will have a "Box & Roll" event, wherein following the boxing matches Tecate will have performances of two Mexican groups, Los Tucanes de Tijuana and El Gran Silencio. Tecate is offering adults $20 back by mail with the purchase of one ticket and one 12-pack or larger of Tecate or Tecate Light at retail.

In Las Vegas, Tecate is dangling tickets to the fight or an upgrade to the VIP "Tecate Red Zone". The brand will also have its ambassadors, called "Chicas Tecate," at both locations. For the PPV crowd watching on HBO, Tecate will do a mail-in rebate for $25 off the price of the event with purchase of at least a Tecate or Tecate Light 12-pack.

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