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SBD Global/July 17, 2014/Marketing and Sponsorship

Barcelona Announces Details Of Five-Year Regional Sponsorship With Mexico's Tecate

Barcelona's partnership with Mexican beer brand Tecate, which makes Tecate the club's official Mexican sponsor until '19, will see Barcelona prepare a series of joint ventures to help the beer brand reinforce its market position. Analysis indicates that Barcelona has 25 million fans in Mexico, including 4.5 million on Facebook. With 865,000 fans, Mexico City has the third-most Barcelona supporters of any city in the world (Barcelona). In Mexico City, Daniel Blumrosen Juárez reported the Tecate brand will not be represented on the Barcelona kit. Tecate will be able to feature Barcelona players and coaches in its advertising campaigns. Barcelona Commercial Dir Laurent Colette said, "A football fan has two teams: local and international. We are not entering into a competition with Mexican clubs. ... Our ambition is to be Mexico's preferred international team. We know there are three teams competing for this: ManU, due to the 'Chicharito [Hernández] effect,' Real Madrid, thanks to Hugo Sanchez, and us" (EL UNIVERSAL, 7/16).
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