Heineken USA, and its Tecate beer brand, has named Latino Sports Marketing to manage and execute a major U.S. Hispanic amateur soccer tournament it is sponsoring that begins this month.
The Copa Tecate tournament, now in its fifth year, takes place in 20 cities beginning Feb. 19 and ending with the finals in August. More than 3,700 teams and 66,000 Hispanic amateur adult soccer players participate in the event.
The marketing campaign includes TV, radio, print, out-of-home ads and P-O-P displays to promote the tournament.
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