Tecate Eyes Boxing as Knockout Sport | Adweek Tecate Eyes Boxing as Knockout Sport | Adweek
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Tecate Eyes Boxing as Knockout Sport

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With three upcoming boxing events and an HBO pay-per-view event punching up interest in the sport among Hispanics, Tecate is sparring with the idea of focusing its marketing plan more on boxing. The move comes as the beer brand evaluates to the effectiveness of its soccer sponsorships.

Tecate earlier this month mounted an advertising push centered on Mexican Independence Day (Diez y Seis de Septiembre), touting three major boxing bouts the brand is promoting during September in Houston, Las Vegas and Los Angeles--a first for the brand to sponsor three events in different cities in a single month. Early ticket sales have been strong.

For the sold-out championship fight featuring Joel "El Cepillo" Casamayor vs. Juan Manuel Marquez on Sept. 13 at the MGM Grand Garden Arena in Las Vegas, Tecate is rolling out a national TV effort on Univision, Azteca America, TeleFutura and Fox Sports en Espanol. The push is designed to promote the pay-per-view fight and reinforce Tecate