Tecate celebrates Oscar de la Hoya return.

As part of its continued efforts to bring the excitement of boxing directly to Hispanic adults in the U.S., Cerveza Tecate announces its multi-platform campaign in support of the highly-anticipated May 3 match between Oscar de la Hoya (38-5, 30 KO’s) and Steve Forbes (33-5, 9 KO’s). Touted as De la Hoya’s “Homecoming” to the Los Angeles boxing ring after a seven-year absence, the bout will showcase the raw talent and passion of the sport to 35,000 spectators at the Home Depot Center and to thousands of HBO at-home viewers.

“Oscar’s prominent Hispanic adult fan base and the Cinco de Mayo holiday create an ideal opportunity for us to connect with our target audience through a relevant platform,” said Arturo Vargas, events & sponsorships manager for Tecate. “As sponsor of the fight, we are launching various programs to fully engage our consumers with the boxing experience, and we are thrilled to be executing our campaign in such a high-profile market.”

Tecate’s integrated program will support one of the last fights of De la Hoya’s legendary boxing career through various elements, including the launch of a commemorative 24-oz can featuring images of De la Hoya and Forbes. At retail, Tecate will offer adult consumers over the age of 21, home viewing party booklets and savings of up to $20 off a two-month HBO subscription. Also, as of April 1, Tecate’s out-of-home and television advertising has been tailored to include event details, further increasing awareness nationwide.

In the days leading up to the fight, off-site promotions throughout Southern California will feature appearances and autograph sessions with Golden Boy fighters and the delightful Chicas Tecate, as well as inflatable boxing rings where fans can show off their talents.

As part of the Cinco de Mayo weekend, Tecate will have presence during the “Noche de Boxeo y Musica” event on May 2, which will includes a “Solo Boxeo Tecate” match and a concert by popular Mexican regional group, Tucanes de Tijuana. Additionally, the brand will support the celebrations on May 3 beginning at 1:00 p.m. with a festival featuring various musical performances including headliner band Horoscopos de Durango.