Vela will appear in promotional material in March and will star in digital content beginning this summerGETTY IMAGES
Tecate is making LAFC F Carlos Vela a “leading figure in its new ‘Mexico is in Us’ brand campaign as it looks to reach young Mexican-American beer drinkers through soccer,” according to Alex Silverman of MORNING CONSULT. Vela will begin “appearing in promotional material at retail in March and will star in digital content on the brand’s channels beginning this summer.” Vela’s promotion of Tecate will “focus on his off-the-field persona.” Vela is “just one piece of the soccer puzzle for Tecate” in ‘20. Heineken USA Senior Brand Dir of Marketing Oscar Martinez said that the Tecate brand will be a “driving force in raising the profile of the Mexican game stateside as it builds buzz around events that bring the country’s top teams across the border.” He added that the brand “plans to more heavily leverage its existing sponsorships of high-profile Liga MX clubs Guadalajara, Tigres and Monterrey.” Silverman noted Tecate’s “focus on soccer comes at the expense of its longtime presence in boxing, a trade-off that Martinez believes will help make the brand more relevant with younger consumers.“ In addition to working with Tecate, Vela recently “signed on as an endorser for BodyArmor, the new official sports drink of MLS” (MORNINGCONSULT.com, 2/25).
