Tecate
Brings Character to Texas as Marquez and Diaz Vie for the
Lightweight World Title
February 10, 2009
(FEB 10) WHITE PLAINS, N.Y. – Tecate,
cerveza con carácter, announced today plans to launch a regional
marketing campaign designed to bring boxing fans in Houston closer to
the Feb. 28 encounter between former World Feather and Junior
Lightweight Champion Juan Manuel Marquez (49-4-1, 36 KO's) and the
current three-time winner of the Lightweight title, Juan Diaz (34-1, 17
KO's). The Ring Magazine World Lightweight Championship will be
broadcast on HBO’s “World Championship Boxing” (7:00 p.m. PT/10:00 p.m.
ET) live from the Toyota Center in the largest city in Texas.
“We’re extremely proud to share the same Mexican roots as Marquez and
Diaz, who have used their bold carácter to triumph in the sport and
become examples of Hispanics’ drive to succeed in and beyond the ring,”
said Carlos Boughton, brand director of Tecate. “As a bold Mexican
brand, we’re continuously looking for ways to further engage and offer
Hispanic adult consumers relevant brand experiences while being true to
our authenticity. Tecate’s involvement in this fight emphasizes our
desire to bring local boxing fans closer to the sport, as we return to
the city with a Championship fight for the second time in six months.”
Tecate’s regional promotional efforts designed to drive interest to
Diaz’ second consecutive fight in his hometown will kick off on Feb. 15.
The brand will execute promotions at 150 retail stores in Texas and at
400 additional locations in Southern California. Tailored regional radio
ads featuring fight details will build buzz among every fan in the
region, encouraging them to witness the bout live at the Toyota Center
or via HBO’s telecast.
During fight day, a group of Tecate’s brand ambassadors - the Chicas
Tecate - will be at the Toyota Center to participate in photo and
autograph sessions, enhancing consumers’ experience with their Mexican
charm.
