Tecate Launches Its First National Ad Campaign Featuring Boxer Canelo Alvarez

Tecate this week is launching its first national ad campaign entitled "Born Bold" in an effort to "further 'amplify modern masculinity' with the help of its signature black eagle and two famously tenacious Hispanic athletes: Mexican boxing superstar Canelo Alvarez and soccer referee Felipe Ramos Rizo," according to Patrick Coffee of ADWEEK. Alvarez in his spot "reminds viewers that he is always bold but never flashy before his headlining May 7 fight against Amir Khan in Las Vegas." Tecate Brand Dir Belen Pamukoff said, "Our drinkers are bicultural: second or third-generation Mexicans who are also Americans who live between those two worlds but don't go far from their roots. Together with Saatchi & Saatchi, we started going deeper inside the bicultural consumer." Coffee noted the brand "doubled its investment in digital and social marketing, leveraged its opportunities for sponsorships with Alvarez ahead of two major bouts and planned its first national campaign." Following Alvarez' fight with Khan, Tecate also will have a "heavy presence" in his scheduled September fight against a to-be-named opponent (ADWEEK.com, 4/11). MEDIAPOST's Larissa Faw noted the two TV spots "first debuted online and via select Hispanic TV channels in Sunbelt states before launching nationwide" (MEDIAPOST.com, 4/11).

SHINE ON: USA TODAY's Mike Coppinger reports boxer Gennady Golovkin is "now being sponsored by Jordan Brand." He "becomes the third boxer to join the Nike apparel line after Roy Jones Jr. and Andre Ward." Golovkin will "be outfitted with Jordan Brand trunks and gloves for his April 23 fight against Dominic Wade on HBO." Coppinger notes it is "rare for a boxer to be associated with such a prestigious global brand." Golovkin also "has a deal with Apple" (USATODAY.com, 4/13). 

INEVITABLE MATCHUP? In L.A., Lance Pugmire reported Alvarez' promoter, Oscar De La Hoya, and Golovkin's promoter, Tom Loeffler, have "each met with" Cowboys Owner Jerry Jones, and a Alvarez-Golovkin fight "was discussed at each session." When asked about a potential bout at AT&T Stadium, Alvarez said, "Maybe. Of course I want to fight. It's one of those fights I really want, but right now the focus is Amir Khan." De La Hoya said that "it's not a matter of 'if,' but 'when' for Alvarez-Golovkin." Pugmire noted while boxing fans "yearn for the bout to be made as quickly as possible ... business sense and astute boxing observation are also believed to be in play." One idea is "allowing more of the general sporting public to become aware that an attractive showdown is coming" (L.A. TIMES, 4/12).