Tecate celebrates Mexican Independence with Sports.

Tecate celebrates Mexico’s Independence Day with three boxing bouts featuring some of the most talented Hispanic athletes in the sport. Adult consumers in Houston, Las Vegas and Los Angeles will have the opportunity to be a part of these remarkable events and join the grand celebration.

“We understand the importance of this holiday among Tecate’s consumers and we are excited to collaborate with Golden Boy Promotions to present a boxing program that reflects the brand’s authenticity, character and boldness,” said Carlos Boughton, brand director for Tecate equity. “As a leading marketer within the sport, Tecate will be launching various promotional programs to ensure that our loyal customers are part of this traditional festivity.”

The lightweight showdown of Diaz vs. Katsidis will kick off the series of matches on Sept. 6 at Houston’s Toyota Center. As the primary sponsor, Tecate will conduct several radio promotions with KTJM “La Raza,” including a 50-ticket giveaway. Thematic point-of-sale displays will be developed specifically for the fight, while various restaurants and bars will hold special events throughout August. The boxing bout will be broadcasted live on HBO’s “Boxing After Dark” show.

The celebration continues in Las Vegas on Sept. 13 with Tecate’s primary sponsorship of the Casamayor vs. Marquez championship fight at the MGM Grand Garden Arena. In support of the sport and this fight, Tecate will launch a comprehensive regional marketing campaign beginning Aug. 13. Boxing aficionados in Arizona, California, Colorado, Nevada and New Mexico will receive a $20 mail-in-rebate for the HBO Pay-Per-View event with the purchase of a 12-pack of Tecate. Tickets also will be available through radio sweepstakes. Additionally, Tecate will host autograph sessions with Golden Boy fighters, while thematic point-of-sale cards and customized out-of-home ads will promote fight details in key markets.

Finally, on Sept. 27 Tecate will serve as secondary sponsor of the Mosley vs. Mayorga bout scheduled to take place at Los Angeles’ Home Depot Center. From Sept. 15 – 27 approximately 250 retailers in Southern California and Nevada will support Tecate’s sponsorship with thematic POS and posters. Additionally radio partnerships and grassroot promotions will help increase awareness of this event.