Tecate sponsor of Boxing in 2009.

Tecate is kicking off the new year as the lead sponsor of the first championship fight of 2009 between three-time welterweight champion Antonio Margarito (37-5, 27 KOs) and three-division world champion “Sugar” Shane Mosley (45-5, 38 KOs) with a comprehensive regional marketing campaign. On Saturday, Jan. 24, the bout will bring excitement to the streets of Los Angeles with a live broadcast on HBO “World Championship Boxing” beginning at 10:00 p.m. ET/7:00 p.m. PT from the STAPLES Center.

“As a brand with character, it is our responsibility to execute campaigns that will bring our Hispanic adult consumers closer to the excitement and passion of their favorite sport. 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,” stated Carlos Boughton, brand director of Tecate. “We are proud to have been involved in the sport in 2008 and see this grand match as an indication of what the new year will bring to boxing.”

In support of the event, the Mexican brand also created thematic POS display elements with fight details, which have been available at retail since Jan. 5. These are being complemented by a regional radio campaign featuring famed Mexican fight doctor and commentator Dr. Alfonso Morales, as well as a tailored national television campaign.

Two weeks leading up to the event, Tecate will further activate the sponsorship with 10 promotions at large independent retail stores. These will feature autograph sessions with Golden Boy fighters and live radio remotes with La Nueva station. Finally, for those attending the fight, Tecate and STAPLES Center will be conducting a text-and-win promotion offering consumers an opportunity to upgrade their seats; meanwhile, the beautiful Tecate ambassadors will be available for photos and hand out fight posters to adult consumers.