SBD/March 3, 2011/Marketing and Sponsorship

Tecate Builds Largest Retail Promotion Ever For May 7 Pacquiao-Mosley Bout

Mexican brewer Tecate is “building what it expects to be its largest retail promotion ever around” the May 7 Manny Pacquiao-Shane Mosley bout, backing its usual PPV rebate “with commemorative cans featuring the fighters and creating bilingual promotional materials for the first time,” according to Bill King of SPORTSBUSINESS JOURNAL. Tecate will produce “about 100,000 cases -- or more than 1 million of the 24-ounce cans -- for distribution in participating stores in the Western U.S., Texas and Illinois beginning the first week in April.” It also will run a "national program offering a $25 rebate on purchases" of the PPV in all states that allow it. Tecate “anticipates reaching about 20,000 stores with the commemorative cans and eclipsing 50,000 stores with the overall promotion" around the fight, which coincides with Cinco de Mayo. King notes Tecate’s activation in boxing “has been popular with Hispanic grocers” since the company entered the sport in ’07 (SPORTSBUSINESS JOURNAL, 2/28 issue). Meanwhile, Tecate “did not renew” its deal with ESPN’s “Friday Night Fights,” choosing instead to “sponsor more cards on Spanish-language channels Telefutura and Fox Deportes.” Tecate began sponsoring “Friday Night Fights” in ’09 (SPORTSBUSINESS JOURNAL, 2/28 issue).

BACK FOR MORE: MEDIAPOST’s Karl Greenberg noted Tecate and Tecate Light are “running their 10th consecutive sponsorship of the Toyota Grand Prix of Long Beach on the weekend of April 15.” The brands will be offering “more than $100 in discounts to racing event tickets and snacks, as well as promotions and live music concerts leading up to the main race.” They also will “offer car cleaning products with the purchase of a 12-pack or larger of Tecate Light or Tecate in Southern California,” and stores will “give out free passes” to Tecate Light’s “Fiesta Friday” concert (, 2/28).
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