(JULY 7) On July 31, 2010, with the event
broadcast live on HBO Pay-Per-View from Mandalay Bay Casino and Hotel in
Las Vegas, beginning at 6 p.m. PDT/9p.m.EDT. This fight is
anticipated to be a fantastick rematch between Juan Manuel “Dinamita”
Marquez (50-5-0, 34 KOs) and Juan “Baby Bull” Diaz (35-3-0, 17 KOs).
“As a brand built and defined by bold character, Tecate is extremely
proud to be setting the stage for two boxers of Mexican descent who
exemplify the true test of character—boxing and sportsmanship,” said
Felix Palau, vice president of marketing for the Tecate equity. “Based
on fans’ reaction to the first Marquez vs. Diaz encounter, we developed
a program that will help create excitement and awareness leading up to
the fight. This is part of our commitment to provide loyal consumers
with championship bouts, marquee headliners and hometown heroes all year
long.”
To bring boxing aficionados closer to the action, Tecate is offering
fans Marquez vs. Diaz II ringside action from the comfort of their homes
with a $20 mail-in-rebate towards the HBO Pay-Per-View event. Starting
July 1, 2010, consumers can look for specially-marked cases of Tecate or
Tecate Light 12-pack or larger at retail locations throughout Arizona,
California, Colorado, Nevada and New Mexico. Additionally, there will be
a series of autograph-signing sessions with professional boxers in key
markets; previous participants have included Sergio Mora, Victor Ortiz,
Fernando Vargas, and Israel Vazquez.
Adult consumers residing in Las Vegas will also have the unique
opportunity to win a pair of tickets to attend Marquez vs. Diaz II at
Mandalay Bay; entry information will be visible on POS displays at
participating retail outlets. Consumers will hear the buzz of Tecate’s
promotions and fight night details through targeted regional radio
announcements two weeks prior to the match.
Tecate will also give fans in Las Vegas an opportunity to bring out the
boxer within them through its Champs Activation Zone at Mandalay Bay
featuring the Chicas Tecate. These brand ambassadors will be connecting
with adult consumers offering Tecate-branded giveaways like
commemorative posters and keepsake photos.
In addition, the charming Chicas will offer a full consumer experience
with Text N’ Win and Text N’ Upgrade promotions. Adult ticket holders
and non-ticket holders of legal drinking age will be able to use their
cell phones to enter-to-win a seat upgrade to the Tecate Red Zone VIP
ringside area, where they will enjoy the action next to other devoted
boxing enthusiasts, socialites and celebrities.
Avid collectors and memorabilia buffs visiting the Las Vegas area for
Marquez vs. Diaz II can also get closer to scenes and memories of past
decades and the greatest fights of all time. The Tecate Museo de Boxeo
mobile tour will visit select retail locations and feature a boxing
catalog of the past 50 years. Consumers will feel the sweat and tension
of the ring as they view rare collections like the Oscar de la Hoya
championship belt from the Julio Cesar Chavez fight, Fernando Vargas
gloves and a ringside bell autographed by Shane Mosley, Marco Antonio
Barrera and Winky Wright, to name a few. Source/PR editied
