Tecate® is bringing back its popular boxing promotion, inviting fans to gather for every fight and decide who will run the ring, Tecate® in hand. With the bell having rung, it’s time once again to “Claim Your Corner” during a retail promotion running in April and May, leading up to the potential championship boxing rematch between the #1 fighter in the world, “Golden Boy” Canelo Alvarez, and his opponent, the quickly rising, Gennady “GGG” Golovkin. The on- and off-premise promotion captures all the excitement of the ultimate showdown as it engages boxing fans and beer drinkers nationwide”
“Passion for boxing comes together with passion for Tecate® to make this a truly unique and exciting program for the retailers who support it and the consumers who participate,” says Gustavo Guerra, Tecate Brand Manager at HEINEKEN USA. “With Mexican Imports growing 11.4% during the promotion period[1], and interest among our consumers at peak levels, the expectation and anticipation is sky high!” The promotion is designed to generate consideration and engagement among the primary Tecate® consumer, Hispanic beer drinkers. Hispanics overspend against boxing events; they spend an average of 3.7 hours watching the fights; are two times more likely to view a boxing event; and are three times more likely to purchase a Pay per View event.[2]
Tecate® continues its longstanding support for boxing and its most exciting, high profile bouts between the world’s most renowned fighters. The viewership and attention these fights attract, and the brand’s association with the sport, have had a tremendous impact on consumer engagement and Tecate® sales. “The fights and the passionate fans who support them, have expanded share of voice, trial and awareness,” continued Guerra. “We expect this year’s promotion to be even more successful than the great results we delivered in 2017. Over the past five years, boxing within the Hispanic segment has grown at a CAGR of +3.9%[3] and Tecate® is in the ring with this exciting trend.”
