Cerveza Tecate Cheers Its Success @ 29th Annual Toyota Grand Prix of Long Beach.

Tecate celebrates its investment as the official beer of the 29th Annual Toyota Grand Prix of Long Beach, Southern California’s largest paid-for spectator event. The first-time sponsorship was elevated with Adrián Fernández’ second-place win in the international Champ Car series.

An estimated 195,000 race fans attended the weekend event and were exposed to the Tecate brand via local marketing promotions, on- and off-track signage at the race, and at the 48 beer gardens throughout the event.
The sponsorship agreement also brought Tecate national and international media exposure via the television broadcast of the race. Tecate also enjoyed increased visibility with pre- and post-media coverage via interviews with Fernández.
As Fernández approached the winner’s circle to share the podium with race winner Paul Tracy and third-place winner Bruno Junqueira, he said, “I am very happy for second place – a good result here in Long Beach. Tecate did a great job in helping to promote the event.”

“We are tremendously enthused to see this past weekend’s event solidify our large marketing investment as the official beer sponsor of the Toyota Grand Prix of Long Beach,” said Andres Siefken, Senior Brand Manager — Mexican Brands, Labatt USA. The brand’s marketing endeavor demonstrates its intention to penetrate the mind share of Mexican-Americans – the largest growing consumer segment for the Champ Car series in Southern California. “Fernández’ second-place win elevates Tecate’s 12-year sponsorship commitment as we embrace the Mexican-American fans whom attend each year to support Adrián — now fourth in the championship point standings. We believe our commitment has paid off with Adrián’s victory and will raise Tecate to a higher level in Los Angeles – a key growth market for the brand,” said Siefken.

2003 Race Marketing & Promotional Efforts

National marketing and promotional activities for the race included a national sweepstakes promotion that awarded a San Antonio couple a weekend trip to Long Beach and participation in an exclusive photo shoot with Fernández and a “Chica Tecate.” The winners were selected among consumers who entered at their favorite store, restaurant or cantina where Tecate is sold. The promotion was supported by on-site retail POS items: posters, banners, entry forms, Tecate racing tire neons, and life-size cut outs of Adrián and the “Chica Tecate.” Overall, Tecate was present at more than 1,500 on- and off-site establishments during the race weekend throughout Long Beach.