Tecate celebrates a decade with the Grand Prix of Long Beach.

Tecate Light, para los que quieren más, and Tecate, cerveza con carácter, invite adults in Southern California to toast to the brands’ 10th consecutive sponsorship of the Toyota Grand Prix of Long Beach on April 15-17. As part of the celebrations, adults will be able to take advantage of more than $100 in discounts to racing event tickets and snacks, and enjoy exciting promotions and live music concerts leading up to the main race.

“We first became involved with the Grand Prix of Long Beach in 2001 to connect with those consumers that are always searching for more adrenaline and flavor. Since then, we’ve helped hundreds of thousands of adults experience the racing weekend to its fullest through a variety of promotions and events,” said Felix Palau, vice president of marketing for Tecate equity. “This April, we’re proud to raise our bottles and cans to the Grand Prix Association and the racing fans that have made it possible for us to celebrate our 10th anniversary as sponsors of the Grand Prix of Long Beach.” 

During the last 10 years, Tecate has helped establish the racing extravaganza as one of the largest sporting events in Southern California and increase Hispanic attendance from 8 percent in 2002 to 30 percent in 2010 by:

– Presenting 20 concerts by renowned Spanish and English-speaking artists such as Enanitos Verdes, El Tri, Molotov, Pennywise, Puddle of Mud, and Cheap Trick, to more than 100,000 fans since 2001

– Crowning eight Miss Tecate Toyota Grand Prix of Long Beach winners since 2003

– Offering adults more than $100 in discounts off of three-day reserved seating tickets and snacks since 2008, with the purchase of 12-packs or larger of Tecate or Tecate Light

– Hosting thousands of promotions at supermarkets, convenience stores, bars and restaurants hosted by brand ambassadors Chicas Tecate and Chicas Tecate Light

“Tecate’s involvement with the Toyota Grand Prix of Long Beach has been a great asset in the growth of the event over the last decade. Their assistance in growing our Hispanic audience, activating promotions in market as well as sponsoring such high profile events as the Tecate Thunder Thursday on Pine, the Tecate Light ‘Fiesta Friday’ Concert, and the Tecate Light ‘Rock-N-Roar’ Concert on Saturday have all combined to make this a tremendous strategic partnership. As well as them providing unique viewing experiences at the track with their cantinas and sports bars,” said Jim Michaelian, president and CEO of the Grand Prix Association of Long Beach.

In 2011, Tecate Light will continue to celebrate consumers’ passions for racing by offering more than $100 in discounts for a three-day reserved seating ticket, snacks and car cleaning products with the purchase of a 12-pack or larger of Tecate Light or Tecate at select retail locations throughout Southern California (additional details can be found on back of coupon).  At these same stores, adults will also have the opportunity to pick up a free pass to Tecate Light’s “Fiesta Friday” concert and participate in promotions hosted by the brand ambassadors.

As part of the Tecate “Thunder Thursday” weekend preview celebrations on Pine Avenue on April 14, the cerveza brands will be on-hand with special promotions at bars and restaurants for consumers 21 and older, live music, and more.  That same night, the 2011 Miss Tecate Grand Prix of Long Beach will be crowned from among dozens of contestants participating in the pageant during the three weeks prior.  

Music has been a key element during this decade of sponsorship and 2011 will prove no different.  The Tecate Light “Fiesta Friday” and Tecate Light “Rock-N-Roar” concerts on April 15 and 16 respectively, will feature rock acts that celebrate the diversity of the music scene. Acts will be announced shortly.

Throughout the weekend, consumers will further complete their racing experience at almost 20 thematic “Pit Stop Pubs”, sports bars and cantinas located around the track, where adult fans can enjoy a refreshing cerveza and take pictures with the Chicas Tecate Light. Additionally, the brands will be present at the lifestyle Expo with an impressive display complete with racing simulators, a draught wall bar and literature on responsible alcohol consumption.