With category leader Corona experiencing soft sales, Tecate is looking to take the opportunity to establish itself as the authentic Mexican beer. One of its strategies to show consumers its heritage was by holding its “Futbol Tecate” events throughout the month of July.
The beer brand brought the Mexican First Division Club Soccer teams to four of its key markets to play exhibition games against local teams. The first match pitted the Colorado Rapids against the Tigres on July 9 at Dick’s Sporting Goods Park in Commerce City, CO.
Tecate understands how important futbol is within Mexican culture. It saw the exhibitions as a way to solidify its credibility with Hispanic consumers and prove its authenticity to other demographics.
At soccer games, Tecate gives out a flurry of premiums to the fans in attendance. “We always try [to ensure] that the items we use are a reflection of the brand’s character and of the specific event/promotion we’re participating in,” says Tecate brand director Carlos Boughton.
During soccer games, Tecate offers soccer keychains, soccer balls and even genuine soccer jerseys signed by the Mexican stars. “We want to make sure that consumers see or take items that are reflective of Tecate’s bold personality as well as our involvement in soccer,” says Boughton.
Tecate also regularly partners with boxing matches where it gives consumers related promotional products like branded towels, framed shorts and gloves autographed by superstars like Oscar de la Hoya.
Heineken USA, which is the exclusive importer of Tecate, signed a new 10-year deal with parent company Femsa which became effective this year.