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Today Tecate, the Mexican beer with bold flavor, announced it has been named the official presenting sponsor and the exclusive beer sponsor for what is being billed as the fight of the century between Floyd Mayweather Jr and Manny Pacquiao in Las Vegas on May 2.
For the fight, Tecate will be featured prominently in the center ring, around the mat and throughout the arena. This will be complemented by an extensive marketing campaign taking over Las Vegas from April 6 to May 3 called #MyBoldOpinions which is designed to solicit and celebrate passionate boxing enthusiasts opinions online as the fight approaches. In the weeks before the fight, Tecate is asking fans 21 and older to share #MyBoldOpinions on who they think will be crowned winner of the match. Tecate will pick the best, boldest, most passionate posts and select those topics to be discussed on film by some of boxing’s legends, including Sylvester Stallone and HBO sports commentator Larry Merchant. Tecate will also conduct targeted and strategic promotions for a chance to win tickets to attend this sold out event, Pay-Per-View (PPV) home packages and Pacquiao-signed memorabilia. Select retail locations will also feature Pacquiao punching bags to test fan’s ‘Power of the Punch’ to be shared on social channels.
“There are two certainties about the Mayweather-Pacquiao fight: it will shatter records and everyone will have an opinion about who will win,” said Gustavo Guerra, brand director for Tecate. “We want to hear from the boldest boxing fans around the world about who they think will win on May 2nd.”
The first bout between the two boxing titans has captured the interest of even non-boxing fans, as the match is expected to break previous boxing records for PPV sales, audience size and revenues. Estimates for PPV homes that will tune in are between 3.6-4MM (HBO-Showtime), exceeding the previous record from the 2007 Mayweather-De La Hoya bout with 2.5M (Forbes.com; February 20, 2015). Mayweather and Pacquiao alone have generated over 90% of all of boxing’s PPV sales over the last 10 years (HBO-Showtime). The fight is expected to deliver 33M viewers, which is the largest sporting event audience ever for a non-Super Bowl telecast (HBO-Showtime).
“Tecate is truly a bold beer. They strategically collaborated globally on a unified basis to secure the anchor sponsorship for one of the biggest sporting events in history,” said Todd duBoef, president of Top Rank. “Tecate’s sponsorship of Mayweather-Pacquiao not only highlights its dominance on the boxing landscape but its commitment to supporting the vitality of the sport.”
For additional details on Tecate’s “#MyBoldOpinions” campaign, the sponsorship of Top Rank Boxing fights, or to speak with a Tecate and Tecate Light representative about the brand’s support of boxing, please contact BRAYA at [email protected].
About HEINEKEN USA
HEINEKEN USA Inc., the nation’s premier beer importer, is a subsidiary of Heineken International BV, which is the world’s most international brewer. European brands imported into the U.S. include Heineken Lager, the world’s most international beer brand; Heineken Light; Amstel Light, a leading imported light beer brand; Newcastle Brown Ale, the leading imported ale in the United States; and Buckler non-alcoholic brew. HEINEKEN USA is also the exclusive USA importer for the Tecate Franchise, Dos Equis Franchise, Sol, Indio, Carta Blanca and Bohemia brands from Mexico. For a safe ride home, download the HEINEKEN USA -sponsored Taxi Magic™ application from your smartphone at taximagic.heineken.com. Please visit www.EnjoyHeinekenResponsibly.com.
