Beer Brand Corners Boxing Bout
The Tecate beer brand will reach out to adult Hispanic boxing fans in the U.S. with a multi-channel promotion linked to the highly anticipated May 3 bout between Steve Forbes and Oscar de la Hoya at the Home Depot Center in Los Angeles.
The fight marks de la Hoya’s first boxing appearance in the L.A. area in more than seven years and may be one of the last matches in his career.
Tecate will promote the fight with the rollout of a commemorative 24-oz. can featuring images of de la Hoya and Forbes. The brand has been tailoring out-of-home advertising and TV spots to include event details since April 1.
In retail locations, Tecate will also provide print material offering tips on hosting home viewing parties around the match and discounts of up to $20 off a two-month subscription to the HBO cable channel, which will air the fight live.
Pre-fight live promotions around the Southern California market will feature appearances and autograph sessions with “Golden Boy” fighters, a mixed martial arts stable assembled by de la Hoya’s company Golden Boy Enterprises. Fight fans will be able to show off their amateur talents in inflatable boxing rings.
Since the fight falls so close to Cinco de Mayo, Tecate will also have a presence in Latin boxing and music festivals around the Home Depot Center on May 2 and 3.
“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, Tecate events and sponsorships manager, in a statement.
De la Hoya’s record stands at 38-5 with 30 knockouts, while Forbes has a 33-5 record with nine knockouts.
Tecate is imported into the U.S. by Heineken USA in an exclusive agreement with FEMSA Cerveza.
The Mexican-American de la Hoya, 35, made his professional boxing debut in 1992 after winning a boxing gold medal for the U.S. at the Barcelona Olympics.
Earlier this year, the boxer announced he would end his active fight career with three matches: this televised bout, a rematch against Floyd Mayweather Jr., and a final fight against an unnamed opponent in December.
