The White Plains, N.Y.-based division of FEMSA/Heineken, the USA will be lead sponsor of the first championship fight of 2009, pitting three-time welterweight champion Antonio Margarito against three-division world champion "Sugar" Shane Mosley. Margarito most recently starched Miguel Cotto in the 11th stanza of their July 26 fight at the MGM Grand in Sin City.
Tecate will support the Jan. 24 Margarito v. Mosley bout with regional marketing efforts and a tie-in with HBO, which broadcasts the fight from Staples Center in Los Angeles.
Tecate will offer a mail-in rebate coupon for $20 off a two-month HBO subscription with the purchase of a Tecate 18-pack or larger. That extends what Tecate did around the De La Hoya/Pacquiao fight, in which Tecate offered a mail-in rebate for the pay-per-view event itself with purchase of a 12-pack of Tecate or Tecate Light. The company will focus on such key markets as major metro areas in California; Albuquerque, N.M.; Las Vegas; Phoenix; Austin, Texas; Dallas and Houston.
"As primary sponsors, we have the unique opportunity to connect with aficionados 21 and older in one of the most important markets for the brand; something that wouldn't be possible without our partnership with Golden Boy Promotions," said Carlos Boughton, brand director of Tecate, in a release.
The company, which signed a multi-year deal with Golden Boy two years ago, says 62% of viewers of pro bouts are Hispanic. Since Monday, Tecate has been promoting the fight via point-of-purchase displays replete with fight details. The effort includes a radio campaign featuring Mexican fight doctor and commentator Alfonso Morales, as well as a tailored national television campaign.
On Saturday, Tecate will run 10 promotions at large independent retail stores featuring autograph sessions with Golden Boy fighters and live radio remotes with La Nueva station. At the Staples Center fight venue, Tecate will run a text-and-win promotion that gives attendees a chance to upgrade their seats.
Tecate Light is targeting second- and third-generation Mexican Americans with its first-ever campaign in both Spanish and English.
The brand for the first time started running ads in both English and Spanish last summer, with the tags: "Para los que quieren más" or "For those who want more."
Boughton adds that the company got a lift from sponsorship of the De La Hoya vs. Pacquiao fight. "This was one of our largest activations ever for an event, and we couldn't be happier with the results. The full analysis is still in progress, but we closed the year with record sales numbers," he says.
Tecate will also be sponsoring fights between Arce and Vic Darchinyan at Honda Center on February 7 and between Juan Manuel Marquez and David Diaz at the Toyota Center in Houston on February 28.