Tecate celebrates Oscar De La Hoya's return to Los Angeles with intergrated marketing campaign

WHITE PLAINS, N.Y. (April 23, 2008) – 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.

For more information, please contact Maria Amor at (212) 219-0321 or Ana Cerón at (310) 578-7050.

About FEMSA/Heineken USA

In 2004, Heineken USA and FEMSA Cerveza reached an agreement that made Heineken USA the sole and exclusive importer, marketer and seller of FEMSA’s beer brands in the United States. Under the terms of the agreement, Heineken USA assumed responsibility for the marketing, sales and distribution of the beer brands Dos Equis, Tecate, Sol, Carta Blanca, Bohemia and the new Tecate Light, across the United States. In April 2007, an extended ten-year agreement was finalized between Heineken USA and FEMSA, which became effective January 1, 2008.

Headquartered in White Plains, New York, Heineken USA Inc., the nation’s premiere beer importer is a subsidiary of Heineken International B.V. (Netherlands), which is the world’s most international brewer. Besides the FEMSA portfolio, Heineken USA imports Heineken Lager, the world’s most international beer brand; Heineken Premium Light; Heineken Dark Lager; Amstel Light, a leading imported light beer brand; and Buckler non-alcoholic brew. Please visit

Founded in 1890, FEMSA is the largest integrated beverage company in Latin America with a portfolio of leading beer and soft drink brands. Its subsidiary FEMSA Cerveza is one of the leading brewers in Mexico with brands that include Tecate, Dos Equis and Sol. Its subsidiary Coca-Cola FEMSA is the largest Coca-Cola bottler in Latin America and the second largest in the world. FEMSA sells its products through approximately two million points of sale, which serve a population of over 170 million people in nine countries, including some of the most populous metropolitan areas in Latin America, such as Mexico City, São Paulo and Buenos Aires. FEMSA’s manufacturing and distribution capabilities are enhanced by its retail and packaging operations; it operates Oxxo, the largest convenience store chain in Mexico, with over 3,000 stores as of June 2004. For more information on FEMSA, go to

Article posted on 23.04.2008

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